When 3,000 avid advocates threw “Feel Good Grilling” House Parties for MorningStar Farms®, they introduced the masses to the brand, driving millions of authentic earned impressions, mountains of user-generated content and — best of all — a 6% sales lift in matched-panel markets, as measured by Nielsen.

1. about.houseparty.
For general inquiries and
request for proposals:
sales@houseparty.fun
- -
128,000
party trials
Our advocacy campaign for MorningStar Farms®
boosted the brand’s sales by %
Challenge
MorningStar Farms was looking for an innovative way to introduce new consumers
to its line of meat-free products, particularly its Spicy Black Bean Veggie Burgers. The
brand wanted to drive awareness, trial and advocacy by tapping into its passionate
fanbase and empower advocates to share how MorningStar Farms makes the foods
you love better for you.
Solution
, “Feel Good Grilling” House Parties that…
Provided hosts with a talk-worthy, fun-filled Party Pack that included
MorningStar Farms products, recipes and branded gifts to give hosts and guests
a memorable MorningStar Farms experience and inspiration for great UGC
Drove authentic conversations, with a digital platform and social-sharing tools that
got people talking, sharing and recommending — both o ine and across
social channels
an authentic brand experience designed to keep MorningStar Farms top-of-mind and
at the top of shopping lists for months and years to come
Results
Reach & awareness: million impressions — % of them earned impressions
Trials: , at-party product trials
Brand Metrics: A -point lift in favorability, and -point lifts in advocacy-intent
and purchase-intent
Sales: A % sales lift in markets where House Parties took place, as measured
by Nielsen
6%sales lift
30million brand
impressions
“We had great time trying the MorningStar Burgers. We grilled them up and served them,
not telling everyone exactly what they were eating. Everyone loved the burgers, and
were very surprised that they were not meat. Everyone took coupons, and plan to use
them for their families…many new fans of MorningStar are now eating better and sharing
the great flavors with their families!”
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®