MorningStar Farms

Sundance Film Festival Pop-up

MorningStar Farms handed us a challenge—57 days to build a brand energy space in the middle of one of the highest profile film festivals in 2013. 

We created a fully staffed, fully branded pop-up restaurant that captured the attention of thousands of film enthusiasts and the community of Park City, Utah. We sampled FREE, made-to-order veggie burgers with fresh ingredients, spread the word through social media, and gathered key consumer feedback throughout the activation.

Then we did it all again in 2014.

“MorningStar Farms Veggie Burger Bar… the most effective promotional activity at Sundance - far outstripping lounges run by Acura, HP, Chase Sapphire and the like. Their extraordinary level of corporate engagement is enough to make me a MorningStar Farms evangelist.”

Adam Leipzig, Cultural Week’s publisher, former President of National Geographic films and senior Disney executive