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

Witty work from Nikon's lens division

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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.



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