A fully custom brand activation to showcase the launch of the Lite-Hearted Donut, a collaboration between Busken Bakery and Proctor & Gamble’s Ingredients team. A new production method that had taken four years to develop was set to be launched, and our team was charged with developing an experience that would draw the attention this new product deserved. Guests were greeted by fresh free donuts and donut-inspired art in a gallery-inspired setting.

Over the 18-Day Pop-Up experience, our team served 24,000 visitors who consumed 40,000 donuts. Four months after the introduction, Lite-Hearted Donut became the most popular new item launched in Busken Bakery’s 85-year history.