Protect The MoonPie
Overview
Giving a city born to celebrate its next great tradition.
Mobile, Alabama is the birthplace of Mardi Gras — a point of pride often overshadowed by New Orleans. And at the heart of that raucous celebration is the MoonPie, hurled by the millions from parade floats to eager revelers lining the streets. More often than not, these delicate pastries end up crushed underfoot before the first bite. It’s a tiny tragedy every Mobilian knows by heart, but no one has ever thought to name.
Working with the City of Mobile, Lewis launched Protect The MoonPie, a homegrown movement that began with a parade snack and became a rallying cry the community chose to own.
The Execution
Through a website and social media accounts, Protect The MoonPie enabled parade-goers to share their MoonPie moments—saved, crushed, or celebrated—using #ProtectTheMoonPie. Throughout downtown and on parade nights, the team went “boots on the ground”, passing out buttons, posters, and stickers along the route.
