ABC is at SXSW promoting the return of hit show Roseanne with a pop-up eatery tapping into viewer nostalgia. The activation recreates several of the show’s locations, including the Lanford Lunch Box, which the Roseanne Conner and family opened during the series, as well as the Conners’ living room, kitchen and garage.
The food and beverage menu on the Lanford Lunch Box activation consisted of popular eats from the show menu, like loose meat sandwiches, pie, coffee and Canoga root beer. The network’s marketing team also threw in customized sofa pedicabs—replete with miniature afghans blasting both the show’s theme song and Roseanne’s distinct laugh around downtown Austin—and a street team passing out branded koozies.
— Roseanne on ABC (@RoseanneOnABC) March 11, 2018
Fans seeking some star power were also able to rub shoulders with the show’s cast and play Roseanne trivia with Lecy Goranson, Michael Fishman and Emma Kenney.
ABC’s marketing at SXSW is an extension of the show’s overall strategy as it preps to hit airwaves again later this month. Last week, a subway car in New York City was remade to look like the family’s living room, with portraits on the walls and seats designed as the family’s couch. The exterior was also wrapped with imagery signaling the return of the show.
Pop-up restaurants are nothing new at SXSW. Showtime also brought “Harold’s Chicken Shack” as an ode to the upcoming show this year, and last year, Los Pollos Hermanos built a restaurant from the ground up in Austin to promote season three of Better Call Saul. Shows like Saved by the Bell (The Max) and films such as Coming To America (McDowell’s) have also tapped into fans’ food appreciation and debuted similarly-styled pop-up restaurants.