King’s Hawaiian bread has enjoyed a coveted spot at millions of holiday dinner tables over the years. But our client wanted to make any time the right time for those fluffy and delicious sweet rolls. With brand growth on the menu, we needed to change purchase habits and expand the occasions for consumers to consider King’s Hawaiian as a key part of their meals.
Our pantry was filled with lots of ideas: Education. Recipe sharing. Immersive and unexpected experiences. We created a plan to ensure that consumers would think beyond the holidays and see King’s Hawaiian as the magnet to make any moment better. And it all started with the most important meal of the day.
Breakfast anyone? We brought the Hawaiian Islands to NYC in the dead of winter with a one-of-a-kind King’s Hawaiian Breakfast Bungalow. This 14-day pop-up restaurant took over the corner of 54th and Broadway with a fully immersive island experience, including sand sculptures, mountain-top views, and surf shacks. Our team handled every detail of the brand activation – from promotion and design to logistics and the build-out. It was a tropical paradise that served as the backdrop for an ultra-creative menu of breakfast items – hundreds of mouth-watering options and ideas that consumers could see, touch, taste, and smell.