Ritter Sport
Vegandale Food Fest Brand Activation – NYC & LA
Ritter Sport's Vegandale Pop-Up: A Sweet Success
Ritter Sport, everyone’s favorite chocolate brand, made a strategically savvy move by introducing its new vegan chocolate offerings at Vegandale in New York City and Los Angeles.
Vegandale is more than just a food festival, it is a lifestyle event where people convene, explore, and celebrate the vegan way of life.
This setting provided the perfect environment for Ritter Sport’s vegan chocolate brand launch.
Summer Sampling Challenge
The festival activation setup presented unique challenges — sampling chocolate in the summer heat. To tackle this, ALT TERRAIN implemented a fast and efficient sample prep area. We used serving trays designed to keep the product cool under the sun. Chocolate samples were chopped, placed in cups, and served to attendees within three minutes. This ensured everyone experienced Ritter Sport in its freshest, crispiest form.
Social Sharing Boost
Festivals are prime social media moments, and Ritter Sport capitalized on this by integrating hand-held props into their activation. Oversized product samples and hashtags like #PlantBased, #Salty, and #Crunchy were available for attendees.
101,000+ brand impressions, 33,000+ samples served
Selling Merch
Understanding the passion of vegan festival-goers, Ritter Sport introduced T-shirts with a big “V” on them. These were a huge hit, with attendees eagerly purchasing and wearing them on the spot. This not only spread Ritter Sport’s brand presence throughout the event but also extended its visibility beyond Vegandale.
Gathering Emails
Connecting with people at festivals with over 20,000 attendees per day is a challenge. Ritter Sport’s solution was a ‘chance to win’ contest that people could enter by scanning a QR code. After receiving their chocolate sample, brand ambassadors invited attendees to scan and enter, adding over 600+ people to Ritter Sport’s email list.
This provided a valuable way to distribute coupons to local retailers and maintain a relationship with potential customers at scale.
Advanced insights for Vegandale activations:
Rush Ready
When they open the gates you'll be the busiest, people arrive hungry and want to experience everything right away!
Get Outside Tent
Engage twice as many people when you position two ambassadors outside your tent.
Line Time is Prime Time
You have a captured audience - perfect for social interviews and taste tests.
Vegandale is a brand marketing goldmine - passionate people known for sharing new vegan finds with friends.
