With Americans falling in love with food trucks, it was inevitable that marketers would hit the road to target the consequences of all that indulgence.
This summer, Dentyne is building upon its #FollowFood social campaign, which highlights the advantages of following food with the breath-freshening gum, by launching its first-ever "Follow Food Truck." The truck will make its way across America to hit six food festivals in places including Dallas, Philadelphia and Washington, D.C.
The Mondelez-owned gum is launching the tour through online videos, following food trucks like that of a corporate cousin, Kraft Foods' Oscar Mayer Wienermobile, as well as a Kimchi Taco truck, a hot dog vendor and a pizza truck. (Lest anyone doubt the seriousness of the mission, the current Wienermobile video uses Wagner's "Ride of the Valkyries" as a soundtrack.)
"We wanted to broaden the appeal and make the direct link to eating," said Lydia Kuo, senior associate brand manager at Dentyne. "Food sometimes gives you bad breath. But food lovers can eat what they love, knowing they can get 40 minutes of fresher breath after chewing."
The truck has an overhang, and staffers set up tables and offer wet naps to festival goers while handing out gum samples. Previously, Dentyne focused on a print strategy, using the tag "Your Breath's Friend," in magazines, out-of-home, coffee sleeves and signage, in addition to social media. The #FollowFood strategy was launched earlier this year.
"Gum is a low-engagement category," Kuo said. "We had to bring attention in an unexpected way, and McCann came up with something cheeky, fun and different—not something you'd expect of gum."
Campaign: "Dentyne Follow Food Truck"
Agency: McCann NY
Chief Creative Officer: Tom Murphy
Chief Creative Officer: Sean Bryan
Creative Director: Dave Waraksa
Jr. Copywriter: Molly Wilkof
Jr. Art Director: Alex Cherkasov
Chief Production Officer: Nathy Aviram
Integrated Producer: Chandler Simms
Production Company: Ghost Robot
Director: Joey Garfield
Producer: Tom Davis
Executive Producers: Mark De Pace, Zachary Mortensen
Editors: Colin Loughlin, Alex Markman
Editor, Craft: Jose Gerardi