Lundberg Family Farms RIce Cream Activation
For Lundberg Family Farms’ “Take a Cake Break” activation in New York City, I served as the lead designer and a core partner in concept development. At a time when the world felt especially heavy, our goal was to create a moment of lightness and delight—inviting New Yorkers to pause their day and enjoy a well-earned “cake break.” The entrance experience set the tone: a vibrant, high-traffic gateway surrounding Flatiron that featured bold, witty, and uplifting phrases encouraging passersby to step inside. Working closely with our copywriter, I helped craft a series of quippy, humorous lines that celebrated the idea that everyone deserves a cake break.
Inside the activation, guests enjoyed “Rice Cream Sandwiches”—a playful twist made with Lundberg’s signature rice cakes and ice cream from Alec’s. I designed every visual touchpoint of the experience, from signage to brand moments to in-space elements, ensuring the environment felt warm, joyful, and unmistakably Lundberg. Beyond design, I contributed to shaping the overall activation concept, collaborating across teams to bring a cohesive, standout pop-up experience to life.
Performance & Impact
The activation delivered strong engagement and exceeded expectations across nearly every metric. Located in the Flatiron District—where roughly 50,000 people pass through daily—the event drew a steady stream of visitors from open to close. Over the course of the activation, we distributed approximately 7,700 Rice Cream Sandwiches, effectively making product sampling the primary indicator of attendance.
The digital impact mirrored the on-site excitement. QR-activations performed exceptionally well, with 963 scans on Day 1 and 1,100 scans on Day 2, resulting in nearly 950+ total Aisle Offer signups. Social response was equally impressive: Lundberg was tagged in 87 Instagram posts and stories related to the event, and the brand saw a notable spike in follower growth, with numbers jumping from 47 new followers on June 26 to 28 on June 27, well above the brand’s pre-activation average of 25 followers per day. Throughout the experience, the flow of foot traffic remained constant, the hammocks stayed filled, and the event successfully delivered a meaningful uplift in brand awareness, engagement, and sampling volume—achieving exactly what it set out to do: give New York City a much-needed cake break.
