WEIGHT WATCHERS @ HARLEM EAT UP!
CASE STUDY

 

OBJECTIVE

 

EXECUTION

 
 
 
 

IMPACT

 

Weight Watchers (WW) tasked The Syndicate with creating and executing an authentic, immersive experience at Harlem EatUp! – Harlem’s biggest annual food festival, where local cuisine, art and culture converge. In partnership with renown celebrity chef Marcus Samuelsson, The Syndicate and Weight Watchers developed a creative and relevant way to bring the brand to life across the two-day festival.

The Syndicate developed and constructed a Harlem Block Party-themed space inside the heart of the festival grounds, featuring the following elements:

  • Stylized and branded backdrop walls, depicting brownstones on an iconic Harlem street

  • Custom-made “Harlem Style” neon sign

  • Exclusive, WW-friendly, Marcus Samuelsson-inspired BBQ dishes, served by a professional catering staff

  • Distribution of exclusive WW-branded giveaways to all guests

  • Playful atmosphere featuring a custom-built ‘corn on the cob’ swing set

  • Hand-drawn chalkboards featuring each day’s catering menu

  • 2 WW brand ambassadors on-site each day, engaging in one-on-one conversations with attendees

  • Several thousand attendees visited the WW tent across two days

  • 2x exclusive culinary demonstrations by chef Marcus Sameulsson, featuring WW-friendly recipes cooked on the Main Stage

  • High-profile, targeted advertising across festival’s print, digital, email, and social platforms