Case Study
Plenty's Pop-Ups & Activations
Onsite
•San Francisco & Seattle
•September 2019
*Happily is a completely turnkey solution that will make your engagements better than imagined. *
Christina Ra
Head of Marketing, Plenty
Key Results
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The Challenge
Plenty grows delicious, clean, GMO-free, fruits and vegetables year-round in indoor farms without pesticides or herbicides. They strive to create and provide the best tasting, most nutritious fruits and vegetables by eliminating trucks and warehouses and reducing the amount of resources needed to grow bountiful crops. Plenty creates a new food experience for people and the planet by letting plants live their best life.
Their mission is to deliver local, fresh food around the globe, growing a world where the highest quality fruits and vegetables are universally accessible.
Plenty partnered with Happily to lead a full, strategic Brand Ambassador program to drive awareness of the Plenty brand, generate lead conversions, establish them as the must-have eating experience and to present them as a complete reimagination of what greens deliver in our lives.
There were to be curated onsite pop-up experiences and activations at Farmer’s Markets, grocery stores, in food trucks, fairs and various locations throughout San Francisco and Seattle.
Image: Plenty at Renegade Craft Fair 2019 in San Francisco. Photo by Marla Aufmuth.
Image: Plenty at Renegade Craft Fair 2019 in San Francisco. Photo by Marla Aufmuth.
Sarah [Shewey, Happily Founder and CEO] and team are hyper objectives-oriented and solutions-focused. They get to intimately know you and your target consumer and construct experiences that resonate and deliver.
Christina Ra
Head of Marketing, PlentyThe Solution
The Experiential Team at Happily worked directly with Plenty to build, design and strategize a complex structure of pop-up experiences and activations. This also included hiring, training and coordinating a rockstar team of Plenty Brand Ambassadors.
One of the goals of the pop-up experiences was to conduct market research, gaining valuable insights into what drives people to the brand. This included data collection and trialing of foot traffic, what greens people prefer to taste, successful incentivizes, and Plenty messaging.
Happily assisted in conceptualizing and fabricating environmentally sustainable designs for each activation. The location sourcing as well as adapting strategies from daily lessons learned, was led by Happily.
We worked with Plenty to select the team of ambassadors who would staff each location and ensure that the product and activations were professionally managed. The setup and teardown of each pop-up, as well as transportation and storage, were also handled by Happily.
Each Brand Ambassador was fully trained by the Plenty team. They were educated and provided relevant information on the Plenty company, their products, farms and technology. This enabled the Brand Ambassadors to engage in conversations with the public about Plenty and introduce them to core details about the brand, their produce, and their mission.
Scripts with keywords and target phrases were written and trailed with the Brand Ambassadors, such as “would you like to learn about the future of farming?” or “are you interested in sustainable food systems?”
The locations of the activations in San Francisco and Seattle included a roster of local Farmer’s Markets, select grocery stores, the Renegade Craft Fairs, food trucks and other pop-up locations such as Fremont Foundry in Seattle, and Curio in San Francisco.
Image: Plenty Pop-Up in Seattle
Image: Plenty at Renegade Craft Fair 2019 in San Francisco. Photo by Marla Aufmuth.
The other thing I love is the quality of talent that Happily attracts. I've worked alongside many of their ambassadors, and they're driven by sustainability and democratization of access to everything needed to build a better quality of life. This is important, because the passion they bring to the table is palpable. They really care, and they're really excited to represent your brand.
Christina Ra
Head of Marketing, PlentyThe Results
Happily constructed an organized system for Plenty to drive market research and generate brand awareness in many shapes, sizes, locations and audiences. We were able to establish Plenty as a trailblazer growing food that is better for people and our planet, as well as gain valuable marketing insights and consumer research data from the public.
Through a team of passionate and informed Brand Ambassadors, as well as custom-built and designed activations, Happily and Plenty created unique and customized experiences that were highly focused, detail oriented and authentically represented the Plenty brand.
Image: Plenty Pop-Up in Seattle
Image: Plenty at Renegade Craft Fair 2019 in San Francisco. Photo by Marla Aufmuth.
They took our fridge-stable products (tons of complexity) and created delightful experiences that allowed Plenty to gather a ton of anecdotal and quant feedback.
Christina Ra
Head of Marketing, PlentyLoading ...