Hamburger Helper asked the Annex to help spread the word and celebrate their 40 year anniversary so, we did what we do best.The Annex teamed up with New York’s biggest party promoter, 40oz Van to throw Lefty, the Helper mascot, a 40th birthday party at The Good Room in Brooklyn, NY. The entire island of New York showed up to celebrate 4 decades of an icon.

Over 2,800 RSVPs, exclusive Lefty Edition 40oz Bounce gear, food by Lefty’s Bodega—the event had a total of 750M impressions in addition to coverage in 11 publications including Billboard, NY Mag, Hypebeast and Mass Appeal to name a few.

It was an unforgettable, influential, multicultural experience.