This Food Truck Is Also an Eye Test, Only Serving Food You Can Read Off the Menu

Witty work from Nikon's lens division

Here’s news: Nikon doesn’t just make cameras and the lenses that go with them; it also makes glass that goes into eyewear. Marketing eyeglasses is hard enough; how does one go about making people care about the actual lenses?

With a food truck, of course.

For Nikon Verres optiques (or Nikon Lenswear), Paris agency Altmann+Pacreau created the “Vision Food Truck,” an effort to both promote the brand and trick people into getting eye tests.

The idea is simple: The menu, posted on the back wall of the truck, is structured like an eye exam. You can order only what you’re able to see.

In its “Drop Everything and Watch This” segment, the Epica Awards were kind enough to provide English translations to the case study video (which starts about 30 seconds in):

Instead of proposing fully formed meals, the menu is ridiculously basic—beginning with bread, lettuce and pickles. The things people actually care about in a burger get progressively smaller font sizes. Cheddar is sixth on the list … and the actual meat is eighth, so small you can barely see it on-screen.

Once people get the meal they deserve, those who, we imagine, remain meatless are directed to a portion of the pop-up to take an actual machine-driven eye test. Talk about making them work for brand loyalty.

For people who want to practice some French reading without help from Epica editorial director Mark Tungate (though we don’t see why you would), check out the original version of the video below: