Organic Valley

Organic Valley wanted to spark authentic conversations and connect with a broader, more urban audience–but how do you get busy city dwellers far removed from rural life to understand the value of small, organic family farms? You bring the farm to the city, of course! HangarFour transformed Rockefeller Center’s iconic Channel Gardens into an immersive dairy farm experience, complete with cow milking, vintage tractor photo ops, farm-fresh tastings, and one-on-

one moments with real Organic Valley farmers. To kick things off, we hosted a one-night-only media dinner in a reimagined open-air dining space set within the Channel Gardens’ fountains, serving a curated menu featuring Organic Valley ingredients. The result? A joyful, high-impact brand activation that brought rural values to the heart of New York City, earning national buzz and winning “Best Pop-Up Experience” at BizBash’s 11th Annual Event Experience Awards.