PROGRAM: KIND Movement
MARKETS: New York, Philadelphia, Washington DC, Boston, Denver, Seattle, San Francisco, Los Angeles, Austin, Houston, San Antonio, Dallas, Miami
DURATION: 36 weeks
OVERVIEW: The KIND Food Truck Tour was the centerpiece of the 2011-marketing program for this client, so it had to be impactful and it had to be successful. We customized these 23 ft. step vans with multiple features: a dynamic full vinyl wrap, including the roof (for exposure to office workers in major cities); a 6’ serving window and drop-down branded shelf; a 32” HD LCD video monitor mounted against the window for external viewing that played content created for each market; and an iPod driven sound system with four external speakers.
We launched our 32-week tour in New York, targeting a combination of locations in each market: food and entertainment events, retail locations and high-traffic destinations. Throughout this tour, we spent 3-4 weeks in each market. At each stop, we sampled a variety of products, and communicated the core values and messages of this socially minded company: Be KIND to your body; be Kind to others.
Throughout the year, the KIND Food Truck Tour was the key tool used to increase distribution and sales with retailers. Over 65,000 samples were distributed and the vehicle generated over 57 million OOH and PR impressions.
The program proved to be so successful, the client has renewed – and expanded – the program with Lime Media in 2012.