Originally launched in Stockholm, the Knorr Food Truck was a clever campaign carried out by the Unilever brand that engaged consumers using beacon technology. Giving out samples of the brand's tomato and Thai soups, the Knorr Food Truck partnered with Swedish newspaper Aftonbladet to create a very refined mobile experience after they had sampled the soup.
Patrons of the Knorr Food Truck who had already downloaded the Aftonbladet mobile app will receive a coupon for the brand's soups the next time they open the app -- a purposeful decision by the brand that they hope will make the experience more refined and less forced.
The Knorr Food Truck was brought to life by agency Mindshare, while the campaign went on to tour in eight other countries after the successful Stockholm iteration.
Beacon-Powered Soup Tours
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