The future of retail isn’t about waiting for customers to walk into your shop. It’s about bringing the essence of your brand right to where they spend their free time.
From our vantage point at Truck Queen Agency, we can see this clearly: long-established brands are moving away from their traditional premises to become ‘fluid’ and dynamic.
The campaign we organised for 𝐅𝐫𝐚𝐭𝐞𝐥𝐥𝐢 𝐂𝐚𝐫𝐥𝐢 in Turin, from 4 to 8 June, is the perfect demonstration of this.
We brought the authentic flavours of Liguria straight to Via Lagrange, the heart of Turin’s shopping district. Passers-by found much more than just a food truck: they found a little slice of the Riviera. Hot trofiette with pesto, crispy focaccia with anchovies and the parmigiana-style focaccia transformed an ordinary afternoon in the city into a culinary journey.
3,300 tastings in just 5 days.
This project is a classic example of our 𝐚𝐩𝐩𝐫𝐨𝐜𝐜𝐢𝐨 ‘𝐜𝐡𝐢𝐚𝐯𝐢 𝐢𝐧 𝐦𝐚𝐧𝐨’, where TQA handled all operational and logistical aspects from A to Z:
- The Hardware: Full branding of an iconic Volkswagen T9 food truck.
- The People: Full provision and coordination of chefs and hostesses for the preparation and express serving of recipes using Fratelli Carli products.
- Engagement: Active engagement of passers-by through gamification techniques and strategic data collection during the campaign.
- The Red Tape: Full management of licences, public land use permits (OSP) and advertising tax.
By handing out an exclusive recipe book and a personalised discount code to every passer-by, the brand then created the perfect link between the in-person experience of the square and the convenience of making a digital purchase from home.
Here at TQA, we believe in this: using the flexibility of mobile units to create pop-up shops that meet the customer where they are.
