Stonyfield: Snack Pack Flavor Launch
The Grove; Los Angeles, CA
Challenge
Drive media and buzz around the newest Snack Pack flavor release.
Approach
In collaboration with 360, Stonyfields' PR agency, Trigger(House executed an LA-based pop-up event with a Guinness World Record attempt for the most bagged lunches assembled by an individual in three minutes. Held at the The Grove LA and featuring Top Chef Jr. host and mom of three, Vanessa Lachey, the event featured a custom stage with a kitchen island for lunch assembly and a consumer-facing sampling station featuring the new Snack Pack flavors.
Results
Lachey was able to use her mom super powers to whip up enough bagged lunches to clinch the Guinness World Records title. In honor of the day, Stonyfield Organic made a donation to the Los Angeles Regional Food Bank for $10,000. The event provided a springboard for media coverage, including in-depth interviews with Vanessa, resulting in over 85MM impressions.
