ECLIPSE FOODS
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The plant-based, dairy-free frozen treat category is skyrocketing, with new products flooding the marketplace every day. Eclipse Foods, a true challenger brand, came to market with delicious nondairy frozen dessert that is practically indistinguishable from traditional ice cream. With a nationwide launch at Smashburger on the horizon, Eclipse needed an event as standout as its product. They turned to us to seize the moment, create brand excitement, raise consumer awareness and drive trial.
We developed the interdisciplinary “Eclipse It!” campaign to establish brand advocates across influencers, media and general consumers alike. Our Summer of Shakes Celebration capitalized on Smashburger’s plan to launch Eclipse shakes on the summer solstice — aka the longest day of the year AND the first day of summer. Our highly visible platform highlighted the brand within a national chain and maximized the awareness opportunity among consumers.
We crafted a strategic floor plan that featured unique moments designed to drive brand engagement. We created a living wall — dotted with custom eco-friendly reusable shake tins — which served as the backdrop to many Instagrammable moments. Our green bar facilitated discussions between Eclipse and Smashburger leadership. Here, they educated guests on the partnership and conducted flight tastings of all Eclipse Summer of Shakes flavors paired with fan-favorite Smashburger bites.
We built a custom step-and-repeat that married the Summer of Shakes party theme with Smashburger’s whimsical identity. This backdrop set the stage for blind taste tests conducted live on social media. Myriad influencers, customers and media shared their authentic reactions to the creamy taste and texture of Eclipse shakes, often finding them indistinguishable from traditional dairy shakes.
The event was a smashing success, busting benchmarks and sales records. Even better, the launch event elements intended to serve as one-day-only decor were so loved that they became a summer-long installation within the store.