Kings Hawaiian

Elevate developed a strategic, dual-event sponsorship approach at the South Beach Wine & Food Festival to maximize both reach and depth of engagement within a single weekend. Given budget constraints and the brand’s first-time participation, the team identified two complementary platforms – Art of Tiki (an intimate, late-night experience) and Bacardi Beach Beats (a large-scale, high-energy tented event) – to showcase King’s Hawaiian across multiple audience touchpoints.

At Art of Tiki, Elevate created a more elevated, immersive brand moment by designing a dedicated King’s Hawaiian branded space that featured chef-driven bites highlighting the new BBQ sauce line, including Hawaiian-inspired dishes served on the brand’s signature sweet rolls. Branded elements such as custom cutting boards and takeaway bags were thoughtfully integrated into the guest experience, turning attendees into walking brand ambassadors throughout the event.

At Bacardi Beach Beats, the strategy shifted toward high-volume engagement, with a vibrant, fully branded booth serving the “3 Little Pigs” sandwich, featuring Portuguese sausage, bacon, and BBQ pulled pork on King’s Hawaiian bread. To further amplify the brand’s cultural positioning, Elevate incorporated experiential elements such as importing fresh leis from Hawaii for brand ambassadors to distribute to guests, alongside branded sunglasses and giveaways.

Across both activations, Elevate ensured that King’s Hawaiian products were not only featured at their own stations, but also integrated into the broader festival ecosystem—securing exclusive bread and BBQ sauce placement that led to additional exposure through participating chefs and menus.

This layered approach allowed King’s Hawaiian to deliver a cohesive yet dynamic brand experience, balancing premium storytelling, cultural authenticity, and large-scale consumer engagement within a single sponsorship platform.