For the first time in Rolling Stone history, our team traveled cross country with Lightlife to bring the Lightlife Burger Tent to festivals across the country. Starting with Willie Nelson’s Fourth of July Picnic, we brought this vegan alternative to an unsuspecting market changing preconceived notions of the brand. Shortly thereafter, we brought the tent on site to the artist lounge at Lollapalooza - a high profile area which had historically never offered food. This coveted access allowed for unprecedented exposure for the brand to artists and their teams. To close out the partnership, we traveled cross country to Kaaboo Del Mar to sample amongst a highly receptive crowd and strengthen their connection to the Lightlife brand.
Partner: Lightlife Burger
Objective: Brand Awareness, Sampling
Venue: Willie Nelson’s Fourth of July Picnic, Lollapalloza Artist Lounge, Kaaboo Del Mar
Sampling Count: 10,000+ samples
Coverage from the event was featured in: Rolling Stone, Rolling Stone part 2, Rolling Stone part 3.
Photos courtesy of Ben Rodig for Rolling Stone/Lightlife Foods
Event collateral designed by Liana Cervantes