dinnerbell meal delivery service
Nextbite, to compete with companies like Blue Carrot and Hello Fresh, wanted to create a meal delivery service focused on local, seasonal ingredients and making dinner easier for busy families. Targeting families in well-to-do northern California cities, Dinnerbell needed to feel familiar, wholesome and homemade. You were after all getting a fully cooked, ready-to-eat chef-made meal instead of bits and pieces of a meal that you had to put together.
Taco truck design
George Lopez Tacos already had an established visual identity system. My role was to expand on this identity and figure out how it lived in physical space. For the taco truck, I wanted the brand to be recognizable from each side, and when we had the real estate, showcase the crave-worthy product and of course, George. Since GLT is a digital-only brand, it was important to point to the brand’s home on the web for potential customers to seek more information. At the order window (or stuck behind the truck in traffic), potential customers have a little more time to read, and typically phone in-hand, so social channels were included here.
brand support + on-premise marketing materials
Of course, there was more to the activation than just the truck. The entire user journey, from brand unaware to taco-in-mouth, was considered and planned for. The truck, while a giant billboard on wheels, wasn’t the only form of enticement for a potential customer.
Branded fliers were handed out to passersby and folks waiting to get into George’s comedy show. The flier not only advertised the truck and the promise of free tacos, but also the chance to win $500. Anyone simply walking by but not handed a flier would also be informed of the free taco and giveaway by a bright A-frame sign advertisement.
People would then find the truck, and get in line. Once in line, ambassadors wearing branded t-shirts would tell them about George Lopez Tacos, and about the food they were about to sample. A strategically placed menu A-frame helped guests figure out which taco they wanted to try while they waited. Once guests arrived at the window and got the free taco of their choosing, the taco boat was designed with more information on how they could order those damn delicious tacos again, and an additional insert in the boat included a special UberEats offer.
A few lucky guests would receive a mysterious blue box with their tacos, containing a $500 Visa gift card, presumably to spend on more tacos.
content capture
Below you’ll find an assortment of photos from the event, and videos capturing the experiences of our guests. These assets were later used to make an assortment of branded assets; organic social media posts, YouTube videos, Tiktok clips and much more.
