Best Foods Burger Truck Activation
To prompt new usage of Best Foods core product range, Unilever engaged AMG Group to create an experience for NZ consumers, primarily millennials, to taste Best Foods sliders so they could re-create fast casual dining at home.
The campaign idea - “Real, Simple Ingredients for an Unmistakable Taste” – using Best Foods Real mayonnaise. Jo Wilcox, Best Foods brand ambassador, created gourmet style sliders: Thai Style Chicken Sliders and Classic Beef & Cheese Sliders.
These sliders were served from a Best Foods burger truck at nine venues around Auckland, Hamilton and Wellington. The campaign was a huge success with 10,500 free sliders consumed. A recipe leaflet containing five Best Foods burger recipes were given out to consumers to take home and try out.
The Best Foods Burger Truck was launched at Brothers Beer in Auckland. Key media and bloggers were invited to try out the sliders with a craft beer so they could let their audiences know where the Best Foods burger truck was going to be and how good they tasted.
Content was shared from this event as the activations began.
Key bloggers were engaged to post about the Best Foods Burger Truck and The Edge Radio promoted them on air and on site, creating excitement and handing out the sliders to the crowds.
Best Foods became the silver sponsor of the International Comedy Festival and The Best Comedy Show on Earth was created – a show combining the taste of the best comedians across the festival. These shows coincided with the Burger Truck activations so was the perfect opportunity to have the Best Foods burger truck at the venues offering Best Foods sliders over four days in Auckland and Wellington.
Best Foods canapés were created by Jo Wilcox to serve at the Gala event of The Best Comedy Show on Earth, and Best Foods product was sampled at all events.
This campaign was a huge success with over 12 million New Zealanders being exposed via the Best Foods burger truck, print, broadcast or online content.
