Challenge:
King’s Hawaiian was going international with distribution in Canada for the first time ever. Their delicious sweet rolls were sure to win over new fans all across the Lumberjack Country, and the brand wanted to reach them first by going to places where fun already happens – like sports games, food events, and festivals – with direct roll-to-mouth sampling.
Strategy:
Our Canadian plans focused on maximizing the client’s dollar by using nimble guerilla activations. We carefully selected these activations from an extensive list, ensuring they aligned with where and when their target demographic would be present. Along the way, we incorporated high-profile event partnerships and special treats. With three programs spanning from April 2023-June 2024, we worked together to saturate King’s Hawaiian’s first two target markets, Toronto and Vancouver, in meaningful and delightful ways.
Solutions:
Utilizing a production partner in the Great White North, we first developed custom assets (think bikes with carts for true on-the-go deliciousness!) and rolled out a program which cruised from April through August 2023, shortly after King’s Hawaiian made its grand entrance onto Canadian grocery shelves. We activated for twenty-three days including two special stops at Calgary Stampede and CNE, where we unleashed larger activations and created memorable moments for fans of all ages.
As 2024 drew closer, King’s Hawaiian wanted to take advantage of the captive audience of family vacationers and influencers alike during ski season at the beloved Blue Mountain resort. Picture this: we popped up serving brand partner Chef Dale Mackay’s special holiday sliders at the top of the ski lift, dished out rolls (and hot chocolate) at base camp, and even delivered rolls to hungry adventurers on the mountain via our fearless Roll Patrol skiers! In addition to the sampling, we featured a fan-favorite prize wheel with high-value branded swag and a photo moment which encouraged shareability. Taking place right before the holidays, it was a winter wonderland turned orange.
Then from January to July of 2024, we kept the party alive with a sizzling summer program in Toronto and Vancouver. Armed with key learnings from the 2023 programs, we re-vamped assets and cooked up a whole new level of surprise and delights for partnered events: mouthwatering chef-curated sliders. In Toronto, we left our mark via five marquee events including a Union Station takeover during NHL All-Star Weekend and the Toronto Food & Drink Festival as well as eight guerilla events. In Vancouver, we hit the Cherry Blossom Festival and Children’s Festival along with seven guerilla events. We penetrated both markets and satisfied hungry event-goers of all types.
896,000+
Event Attendees Reached
588,000+
Rolls Sampled
52
Total Event Days
3
Provinces Activated
