The campaign is called '#FollowFood' and it involves a Dentyne truck following food trucks and food conventions across America. At each stop, the Dentyne truck will remind consumers that they should chew gum after eating in order to get rid of bad breath. The new campaign helps to celebrate the popularity of food trucks, while also raising awareness about the Dentyne brand and its role in promoting oral hygiene.
The campaign is being heavily promoted on social media, with Dentyne encouraging customers to use the hashtag #FollowFood. The company is using Twitter in particular to let fans know the truck's current location and what events it will be promoting next.