King’s Hawaiian

Tasked with generating awareness and driving consideration for King's Hawaiian during the holidays in the northeast, HUNTER sought to position the brand’s iconic rolls as a holiday dinner table must-have item. With train travel surging in the northeast during the holiday season, King’s Hawaiian helped travelers on one of Amtrak’s most popular routes “roll” home in style with a one-of-a-kind Thanksgiving experience. Transforming an Amtrack train into a custom King’s Hawaiian Thanksgiving Dining Car, HUNTER turned the least favorite part of the holidays - chaotic travel - into a treat! Through unique sampling experiences in three markets, earned media efforts, and paid partnerships with foodie outlets and influencers, HUNTER kept King’s Hawaiian top-of-mind during Thanksgiving and helped the brand increase sales in the northeast.