King’s Hawaiian Breakfast Bungalow — Aloha, Times Square

The Challenge

King’s Hawaiian has long held a coveted spot at holiday dinner tables—but with growth on the menu, we need more than seasonal fame. We were looking for year-round relevance.

To get there, we needed to:

• Expand usage occasions beyond holidays and dinner

• Grow frequency with loyal fans

• Incentivize trial and increase household penetration, especially in the Northeast, where the brand was still a challenger brand up against legacy players like Martin’s and beloved local craft brands

And because King’s Hawaiian plays big, the campaign needed to feel nationally iconic—a moment that could shift consumer habits and grab headlines.

The Big Idea

Enter the King’s Hawaiian Breakfast Bungalow: an immersive, limited-time pop-up in the most high-traffic location in America—Times Square. A full sensory celebration of sweet-and-savory breakfast sandwiches, powered by King’s Hawaiian signature rolls and buns.

The Strategy

To make the campaign work overtime across awareness, trial, and cultural relevance, we activated a full-funnel approach:

• National broadcast integration with Good Morning America, including live segments straight from the Bungalow

• A curated influencer blitz across social media to fuel conversation and organic reach

• A crave-worthy breakfast menu to inspire at-home usage post-event

• Strategic amplification across PR, paid digital, and social channels to extend the campaign far beyond Times Square

The Results

• 185M+ earned media impressions

• 375,000+ digital ad impressions

• 20M+ social media impressions

• 3,000+ in-person attendees

• Near double-digit revenue growth in the campaign period following activation