Stouffer’s Local Warming NY Food Truck Experiential Campaign
Stouffers wanted the launch of their new Mac & Cheese meal in the height of a New York winter to be something immediate, unusual and memorable.
To answer their brief, we created a food truck social campaign which not only gave Stouffer's the exposure they wanted, but also enabled us to give those New Yorkers who most needed warmth and comfort, a hearty, warm meal at the height of a New York winter.
To receive a hot Mac & Cheese meal delivered in real time from Stouffer's, New Yorkers needed to tweet how cold they were and why they deserved a meal delivered to them immediately using the hashtag #localwarming. Once the tweet was received and speedily approved by our social team, our food truck and ground crew rushed to deliver meals to people's doors.
Over the course of three weeks, the Stouffer’s Mac ‘N’ Cheese Food Truck made the rounds throughout New York City, dishing out comfort food to the hungry.
I worked with the Creative & Strategy to develop the initial idea and story from a creative production perspective, worked with UX, Social & Creative to design the activation & social mechanics, creative elements for the food truck, consumer handouts, social posts and custom clothing for the ground crew. I collaborated with the team to map out the food truck route and researched places for meetups, truck stops, parking and ground staff requirements.
I additionally co-ordinated the two teams who were working in tandem, the social team who monitored tweets and the ground crew on standby to ensure prompt delivery of the Mac & Cheese meals to reward the hungry tweeters.
Agency: J Walter Thompson, New York