Licensing, Storytelling, and Cross-Category Activation
Over Memorial Day weekend, Disney’s Lilo & Stitch made a massive return to theaters, pulling in over $300 million globally—the biggest Memorial Day opening ever and the second-highest 3-day debut in history. But while Hollywood was watching the box office, the team at Augustine Agency was orchestrating something equally headline-worthy: a strategic brand partnership that brought together entertainment, fresh produce, and shopper marketing in one culturally resonant campaign.
On behalf of the National Mango Board (NMB), Augustine concepted and executed a multi-platform activation in collaboration with Disney and Fandango. The campaign tapped into nostalgia, summer family experiences, and the rising relevance of fresh produce in lifestyle storytelling—proving that mangoes can, in fact, move markets.
Built for Retail. Engineered for Emotion.
At its core, the campaign was designed to do more than drive awareness. It delivered real impact across the full funnel—connecting the magic of Lilo & Stitch to the produce aisle and beyond.
Key Elements:
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Cross-category synergy between CPG, retail, and entertainment
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Flexible retail kits—custom POS materials and recipe integrations built for both limited-time and evergreen use
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Digital-first branded content, fusing character IP with produce messaging
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A national sweepstakes with Fandango, offering Lilo & Stitch promo codes and a grand prize trip to Hawaii—bridging digital engagement with ticket redemption and retail movement
This campaign is a strong case study in what’s possible when licensing, storytelling, and omnichannel planning come together especially in CPG and fresh food categories.
