Mean Girls

Mean Girls

Hey Tina Fey, I'll have some cheese fries!

  • 320k+ Online Impressions
  • 3 NYC Locations
  • 3,000 Servings of cheese fries

We took to the streets to celebrate the launch of 'Mean Girls' on Broadway on day one of ticket sales with a fully branded food truck and thousands of servings of cheese fries. Mean Girls writer Tina Fey served lines of adoring fans from one of our promotional cooking trucks, while the cast of the show and our brand ambassadors engaged with consumers throughout Manhattan. Our activation went viral and had almost half a million impressions across all social platforms, proving creativeer events can drive results.

Sweeter NYC


  • Brand Ambassadors & Street Teams
    Brand Ambassadors & Street Teams

    Our exceptional team of SWEETER brand ambassadors have been with us through many activations over the years. We've honed their skills - they are personable, engaging, outgoing, well-spoken, energetic and talented. Their job is to be on brand and to amplify your message in a way that captures the attention of your audience.

  • Concept & Strategy
    Concept & Strategy

    Above all, we listen intently to your objectives and goals.  We will work together with you to strategically craft creative solutions and/or simply bring your own vision to life. Essentially, we are your storyteller and the story we tell will be an experience that is fun, powerful and relevant.

  • Event Production
    Event Production

    From concept to completion, we are partners, thinkers, overseers, doers, solvers, executors...we are producers.  With or without our wheels, we can bring your vision to life. This is what we do, we love it and we are awesome at it!

  • Experiential Marketing
    Experiential Marketing

    Experiences!  That's what it's about these days.  We are one of the very first companies to wrap a food truck with a client's brand and create a mobile experience that directly connects with consumers.  It's the most fun, engaging and relevant way to promote a brand!

  • Menu & Recipe Development
    Menu & Recipe Development

    Be it sweets or savory, our highly accomplished culinary team can create a menu or particular food concept to pair with any type of an event.  We can even incorporate our client's food or beverage into something unique and delicious to evoke that "WOW" moment.

  • Permitting

    SWEETER has the knowledge and expertise to obtain all necessary permits for the activations we produce, in any market. Be it Special Event, Department of Health, Department of Buildings or other don't have to worry, we've got this.

  • Photography & Videography
    Photography & Videography

    Our team of talented, skilled photographers and videographers will capture the essence of your event with stills or video which can be posted on social channels, produced into a short marketing/PR video or simply just to have.

  • Security

    In today's world, it's always good to have a little extra security. Headed by a former NYPD Captain, our NYC based team of former NYPD are credentialed, licensed and can provide coverage through a network that extends across the U.S.  They provide crowd control, celebrity protection and general oversight of our events.

  • Staffing

    Not only is our front-facing team important to an activation, equally so is the team behind the scenes.  Our support staff really make it all happen. Our team has the tools to work seamlessly together from load in to load out to produce flawless events.

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Tina Fey at Sweetery

"We organized a wonderful launch event with SWEETER! On the day that Mean Girls on Broadway tickets went on sale, we worked with SWEETER to wrap a truck in Mean Girls branding and serve cheese fries to all those who came to the theater to purchase tickets. And with a visit from Tina Fey, it made for a great event. SWEETER was the perfect partner for this activation!"

Erin F., Media Manager @ SpotCo

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