Dentyne Joins the Food Truck Craze With Its ‘Follow Food Truck’

Gum-mobile tours U.S. food festivals, freshening breath

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."

CREDITS

Client: Dentyne

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