To promote the new line of Hillshire Snacking products, a gourmet vending machine was set up in Santa Monica. The gold painted, Hillshire Snacking vending machine came with a maître d', a butler and velvet ropes.
The maître d' quizzed curious passersby to see if they were sophisticated enough for a Hillshire Snacking sample, including asking if they had reservations. Those who weren't dressed well enough were offered a jacket, bow tie and top hat for men, while the ladies were offered lace gloves, a scarf and a hat. Inside the machine, the butler sipped tea, made grandiose gestures and looked haughtily at the enquirers. At the same time, he delivered the snack packs on a silver tray when the maître d' let visitors through the velvet ropes.
The publicity stunt, and ad, were aimed at Millennial consumers with an interest in food exploration and new flavor profiles.