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Last year, the marketing people at Le Creuset were looking for a new way to generate buzz. The French cookware brand didn’t have a huge media budget, but it did have an 87-year heritage—and that gave them an idea. “Our factory in France maintained a fleet of Citroën Truckettes back in the 1950s and ’60s,” says marketing communications director Will Copenhaver. “We thought that having one appearing around the country would be a conversation starter.”
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