The spotlight this week is on Nestle USA’s Hot Pocket truck; the latest promotional food truck to hit the street to promote a product. The company partnered with food truck experts, Road Stoves, to brand, set up and staff a truck for the day-long event in Hollywood to showcase the changes made to the popular product and reach a young foodie market.
The re-launch of Hot Pockets with better ingredients (including two new types of crust) is aimed at a younger “millennial” clientele; a market that is known to have a strong connection to gourmet food trucks.
Indeed it is a market that is hard to reach with traditional marketing. Even social media marketing falls short at times with every major brand vying for attention on crowded social networks. Street marketing with food trucks is not just trendy, it also works. It is no wonder that brands like Microsoft, Fritolay, and ESPN have hit the streets with short-term food truck rentals for various promotions.
It’s getting even easier for any size company to rent a food truck for a day, week or month to start their own street campaign with the recent launch of FoodTruckRental.com. It’s also a great way for food truck owners to rent out food trucks directly and potentially make over $1000 for a single day’s rental.
While it seems like a big project to undertake, renting a food truck for a promotion is easier than one might think. Road Stoves had the Hot Pocket food truck designed, wrapped, stocked and ready to go in less than a week. Throw in Jeff Mauro from Food Network’s “Sandwich King” and this food truck marketing campaign was set to make its mark among L.A.’s street food aficionados.