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.