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Luigi’s Real Italian Ice

Luigi’s Real Italian Ice

J&J Snack Foods approached 160over90 looking for a fresh and fun activation to increase product awareness on the West Coast for LUIGI’s Real Italian Ice while driving supermarket sales.


The LUIGI’s brand is all about spreading joy, having fun with your family and friends, and being more “Spoontaneous”. Following a recent expansion to the West Coast, LUIGI’s was experiencing low sales and awareness in its new market.


The 160over90 activation team developed and launched a LUIGI’s branded pop-up vending machine. We designed and placed the vending machine in high traffic locations in both San Diego and Santa Monica over two weekends to bring LUIGI’s Spoontaneous brand to life.

To get the product in customers’ hands, the vending machine invited audiences to post positive sentiments on social media in exchange for a free treat. We created a bespoke, gameshow-style spin wheel that stood at the pop-up, encouraging customers to take part in “Spoontaneous” acts of kindness and fun, turning the pop-up into a party. Alongside the activation, we rolled out public relations, social media, and influencer marketing blitz to build buzz around the activation.


The activation reached thousands of new customers in-person and garnered 10 million impressions online, creating demand, consumer engagement, and new fans in a new market. Our brand experience team wove together various channels to craft a compelling narrative through social, PR, and activation that made a lasting impact.

6,000 products sampled
10 million impressions
Direct engagement +180% from last year