| Title | THE MOVING FOOD TRUCK |
| Brand | ADEXO |
| Product/Service | ANTI-OBESITY |
| Category |
B01. Guerrilla Marketing & Stunts |
|
Entrant
|
FCB Lisbon, PORTUGAL
|
|
Idea Creation
|
FCB Lisbon, PORTUGAL
|
|
Production
|
BRO Lisbon, PORTUGAL
|
Credits
| Luís Silva Dias |
FCB |
CCO |
| Edson Athayde |
FCB Lisboa |
CEO/CCO |
| Victor Afonso |
FCB Lisboa |
Creative Director |
| Eduardo Tavares |
FCB Lisboa |
Creative Director |
| Viton Araújo |
FCB Lisboa |
Creative Director |
| Mário Patrocínio |
Bro |
Partner |
The Campaign
At The Moving Food Truck customers were expected to pay in physical exercise. Customers who wanted a cheeseburger needed to walk 5.4 kilometers or run 4.2 kilometers. If they wanted ketchup, too, then they had to tack on an additional 500 meters to their workout. The goal was to educate Portuguese people about what it takes to burn off the calories in common foods, like pizza, burgers, and soda.
Campaign Success
We transformed a regular food truck into a special one: the first moving food truck. Everything had to be adapted, from the menu to the kitchen. We placed our food truck where Lisboners go when they want to run or eat something (it's the same place): the Tagus riverside. The Moving Food Truck worked during an entire weekend, on May. The reactions of the customers were filmed and the online film generated a lot of buzz.
Describe the success of the promotion with both client and consumer including some quantifiable results
More than 100 meals served, 406 km ran and 23 thousand calories burned during the first weekend. The Food Truck Moving made headlines around the world, including in the Runner's World – world’s largest running magazine.
Explain why the method of promotion was most relevant to the product or service
Our work is relevant for Promo & Activation because we hijacked a food truck to deliver not fast food, but an important message about health choices and exercises. We sold more than 100 meals, but the payment we got was more than money, it was awareness about obesity in Portugal.
We invited people to "pay" the food in a different way: instead of giving money, they had to run along with the moving truck. At the end of the track, they finally got their order and, most important, they got the message: it's not easy to burn the calories of what you eat.