Mushroots is a plant-based food startup building a new generation of products around mushrooms. One of the central challenges was simple: people needed to experience the product for themselves. We supported Mushroots in strengthening its positioning in Hamburg and translating the brand into physical experiences that could bring the product directly to people. Rather than treating each activation as an isolated event, we explored different ways the brand could create meaningful points of contact with local communities, from pop-ups and collaborations to a mobile sampling format designed for repeated use.
Our role ranged from strategic consulting and activation development to production, guest management, community outreach, creator collaborations and content. Across the partnership, we developed and supported different formats that allowed Mushroots to meet people in real-life environments and make product trial part of a broader brand experience. The work included an OMR pop-up collaboration, a community-focused activation with Coffee Crib and the development of a branded Sampling Bike that created a flexible new format for bringing the product directly into the streets.
The partnership created multiple physical touchpoints for Mushroots in Hamburg and helped move the brand beyond traditional product sampling. The Coffee Crib activation brought together approximately 300 to 400 guests and combined product experience, music, community and content in one environment. With the Sampling Bike, we also developed a reusable activation format that allows Mushroots to prepare and sample its products in different locations without depending on a permanent venue. The result was not simply a series of events, but a more flexible system for creating product experiences and connecting the brand with people in real life.
During OMR, Mushroots created a physical brand touchpoint in Hamburg in collaboration with Izakaya. We supported the implementation of the pop-up and helped translate the brand into an environment where people could discover and experience the product outside of a traditional retail context.
Together with Coffee Crib, we transformed an existing location into a Mushroots community activation built around food, music and shared experience. Approximately 300 to 400 people joined the event. Our role covered the project from strategy to execution, including guest and community management, creator collaborations, UGC and content production. Rather than making sampling the sole focus, the product became part of an environment people genuinely wanted to spend time in.
One of Mushroots' central challenges was getting the product into people's hands in a way that was flexible, repeatable and independent from permanent locations. We developed a branded electric Sampling Bike that allows Mushroots to prepare and serve its products directly in different environments. The bike turns product trial into a mobile activation format and gives the brand a reusable tool for guerrilla activations, community events and sampling across different locations.
