Chicago was hot. So Delicious was colder. For four days at Lollapalooza, the plant-based brand took over a corner of Grant Park with ‘The Pint of No Return,’ a multi-sensory experience designed to shift long-held perceptions about dairy-free and offer overheated festivalgoers a place to cool off.
The pop-up coincided with a major brand refresh and featured a walk-in cooler filled with samples of frozen novelties, surreal photo backdrops, and curated surprises at every turn. It was equal parts freezer, art installation, and marketing stunt, all aimed at showing dairy-free as flavorful and indulgent, not just functional.
To learn more about the activation as the centerpiece of the brand's ‘Dairy Free Your Mind’ campaign, click here.