Maille's latest publicity stunt featured an artisanal hot dog menu that consisted of the world's most expensive street meat. Launched in Melbourne, Australia, the mustard brand's luxury food truck activation offered $10, $25 and $100 hot dog options -- including its less expensive Maille Haute Dog and its ultra lavish Maille Truffle Haute Dog.
An additional offering by the condiment brand included a Maille Chablis Haute Dog that was the menu's medium-range item. Featuring a grass-fed sausage, an artisanal bun and a mustard strip consisting of French white wine and Perigold truffle mustard, Maille's most expensive hot dog gained its lavish price tag thanks to truffle ingredients that were imported from France.
Synonymous with poolside barbecues, street fairs and carnivals, hotdogs are an inexpensive and casual food item that is elevated and made lavish with this unique food truck pop-up. The brand activation made luxury cuisine accessible and left a lasting impression on hungry visitors.