Fritos Legacy Diner

During Milwaukee’s Summerfest, Fritos took fans on a culinary journey through the heartland with a 3-part immersive diner that introduced fans to the past, present, and future of Fritos meals. A restaurant in three parts, our friends at Motive created an immersive culinary space within Summerfest that allowed fans to explore unique recipes and engage with 3 era-appropriate restaurant spaces—all curated for the 'gram. The space was designed as three parts of the same diner, and as fans entered each new era, they were greeted by content, artwork, furniture, and even lighting that paired with the dish they were about to sample. Hype's brand ambassadors played a variety of roles including helping attendees’ step back in time and nosh on nostalgia while enjoying a taste of Texas with the Frito pie that had swept the nation back in the day. In the “Live the Now” section, Brand Ambassadors assisted with a Fritos Koozie customization station and showcasing the QR code on the recipe wall showing off the curation of the best Frito food recipes out there today. In the “Taste What’s Next” section, Hype’s BAs dressed in a futuristic jumpsuit encouraged attendees to try the future of food with the 3D Confectionary element. This activation brought through over 800,000 attendees throughout Summerfest.