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abby.mick@lewiscommunications.com
Mobile, Alabama is the birthplace of Mardi Gras in America—a point of pride often overshadowed by New Orleans. But for all that history, Mobile has never had a unifying rallying cry that shows up in the streets.
It did have something else: MoonPies. The city’s most iconic parade throw—tossed by the millions every year. And just as consistently, crushed underfoot.
A shared, visible behavior everyone recognized—but no one had ever named.
So, working with the City of Mobile, we turned that overlooked truth into a cause: Protect The MoonPie—a grassroots movement that made a parade snack worth saving.
We didn’t launch a campaign. We introduced a behavior—and let the people of Mobile take it from there.
We started in the streets. Handmade signs, posters, and stencils appeared along parade routes using deadpan public-safety language: “High MoonPie Loss Area.” “Respect The Throw.” “1 out of 3 MoonPies will not survive.” No explanation. Just something instantly recognizable.
Then we showed up—handing out pins, stickers, and signs, inviting people to participate.
Momentum shifted quickly. Parade-goers sought us out. Businesses displayed materials. Merchandise sold out. Civic leaders joined in. What began as a stunt became a movement people across Mobile actively participated in immediately.
All of it was earned. With no paid media and a production budget of roughly $4,000, Protect The MoonPie generated more than 785 million impressions and $5.3 million in media value. Social engagement significantly outperformed category benchmarks, and visitors from 40 states found the site organically—bringing new national visibility to Mobile’s Mardi Gras.
But the most meaningful result wasn’t reach—it was ownership.
In less than 3 weeks, a small, overlooked behavior became a shared cause. And Mobile, the original home of Mardi Gras, finally had something it could rally around in the streets.
