The Savory: Why Food Trucks Are An Impressive New Advertising Frontier

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By: Roaming Hunger

 

Advertising companies are constantly searching for new and innovative ways to increase brand exposure and impressions. Food trucks offer a unique experience to future consumers apart from the tacky aviator sunglasses giveaway. Brands are able to provide gourmet food truck bites as a way of connecting new and lapsed consumers with their product or service.

 

Food truck advertising campaigns are typically deck ed out with custom wrap designs and meals that identify with the brand. Here are a few really impactful, eye-catching activations:

 

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Bravo TV’s “Top Chef”

 

A great example of this was a promotion that Bravo TV put together for the launch of the 11th season of “Top Chef.” A custom wrapped food truck dished out po’ boys to provide a taste of New Orleans (where the new season is set) on the streets of New York. Hosts Padma Lakshmi and Tom Colicchio made appearances at the truck to help promote it. The activation garnered major press in national outlets including AOL, The Daily Meal, and The New York Daily News.

 

Impressions: 1 million

 

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Martha Stewart’s Web Launch

 

To launch marthastewart.com, trucks were activated in three major markets across the country targeting top media partners and their employees. Brand ambassadors gave out gourmet cookies to locals and handed out gift bags to employees. The campaign hit over 30 locations.

 

Impressions: 5 million

 

Amstel

 

Amstel Light’s Official Beer of the Burger

 

Amstel Light’s campaign, the “Official Beer of the Burger,” hit the streets in the form of food trucks activating exactly what their slogan offers: giving the beer-drinking demographic the most delicious burgers imaginable. This promotion is currently in its sixth month.

 

Impressions: 10+ million

 

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FOX’s “Brooklyn Nine-Nine”

 

FOX’s “Brooklyn Nine-Nine” played up the cop drama stereotype by serving donuts and coffee. The activation was used as a vehicle to launch their show in 10 markets over a two-day period.

 

Impressions: 5 million

 

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The Impact

 

The impact that food truck advertising has had is truly unmatched in comparison to other activations with a similar budget. Rarely does a promotion have the capability of serving gourmet grub out of a food truck to multiple locations in a single day. Not to mention that these trucks also act as mobile billboards – an easy way to subsidize your promotional, marketing and advertising budgets. Simply put, millions of impressions at a truly affordable rate.

 

As one of the hottest new foodie trends, food truck advertising is a unique way to connect people to brands. Roaming Hunger, a leading food truck marketing and advertising agency, is a key player in these activations.