Audio By Carbonatix
It seems even marketers are getting in on the food-truck fever
that has infected every major U.S. city. In yesterday’s New York
Times, Tanzina Vega wrote an excellent article
about corporations jumping on the mobile food vending bandwagon,
among them HSBC. The international mega-bank wrapped some of New York
City’s favorite food trucks with ads. HSBC customers who showed
their cards were rewarded with free foodstuffs.
But near the middle of the piece was a mention of the H.J. Heinz
Co.’s efforts to promote its newest product, Dip & Squeeze
Ketchup, including a food-truck tour supported by Facebook and Twitter
campaigns. The Ketchup Truck’s four-city road trip began in
Pittsburgh, company headquarters, on November 18. It will end in the Dallas are, an urban area with late-onset food truck mania, on
December 9 and include locations like the Fort Worth Stockyards,
Knox-Henderson, Lower Greenville, Deep Ellum, and near Cowboys
Stadium for Sunday’s game. Curiously absent from the list of
possible locations is the Arts District, a part of the city extremely
receptive to food trucks. Veletta Forsythe Lill, Arts District
executive director and the voice of food-truck proponents, told City
of Ate she wasn’t aware of the Ketchup Truck until we contacted her
for comment. Lill said, “I’m glad to know we’re on the map.
Food trucks are a perfect ambassadors of goodwill, doing so in a fun
way.”
Diversion is one of the many factors behind the promotion. “Fans
have been asking for a chance to try it so we wanted to find a fun
way for them to experience this innovative package in a real and fun
way. Dip & Squeeze was designed based on consumer feedback and
desire for a package that would made eating on-the-go easier,” said
Jessica Jackson, the group head of public relations and
communications at Heinz North America.
Visitors to Heinz’s kitchen on wheels will get a free serving of
Ore-Ida brand crinkle-cut fries or sweet potato fries along with a
pack of the new Dip & Squeeze ketchup product.
Asked why Dallas was chosen as the final stop on the tour, “Dallas
was chosen in part because we have so many fans on the Heinz Ketchup
Facebook page who are located in the area. We also took into
consideration the local events already scheduled to occur in Dallas
the weekend we would be in the area. Our goal is to get Heinz Dip
and Squeeze in the hands of as many fans as possible and we believe
Dallas provides us good reach for engagement,” Jackson further
noted.
It’s not an independent labor of love like Michael Siegel’s
Green House Truck. However, the fact that even corporations are
taking note of Dallasites’desire for food trucks makes the city
council’s slothful attitude toward addressing antiquated codes and
the wants of the citizenry, all the more disappointing — although
the city government is beginning to take notice.
Follow the truck on Twitter (@DipandSqueeze) and check out
company’s Facebook page for
specific details on the truck’s whereabouts and related
social-media promotions.
