zenb plant-based pasta

The Ask: ZENB approached us to drive trial and brand awareness of their new plant-based pasta, made with yellow peas. They engaged us to develop a convertible, experiential sampling structure that they can take on the road. One of their first stops… The South Beach Food & Wine Festival to enage with an affluent, food-loving prospect. Over the 3-day activation, we served up custom recipes of our pea-based pasta created by Iron Chef Alex Guarnaschelli, proving the taste and texture of ZENB was superior to the competition. While a tasty bite was our hook, we were also able to have meaningful conversations with consumers about the sustainability of the product and the impact it has on society.

Additionally, we developed a custom photo experience to drive social impressions along with an appearance by the Iron Chef herself, Alex Guarneschelli. We distributed +4,600 samples and had over 11,000 event-site attendees.

Responsibilities: Lead Art Director, 3D Site Renderer, Concept Team, Production Artist