-Cerveza Modelo-

MODELO FOOD TRUCK RALLY

Gira Nacional

TO BE A PART OF THE MOST IMPORTANT CULINARY MOVEMENT OF THE DECADE.

Activity
Street Marketing

Coverage
MEXICO CITY
GUADALAJARA
LEÓN
QUERÉTARO
PUEBLA
VERACRUZ

Date
March – May 2015

In 2013 we created the FOOD TRUCK BAZAAR the first platform to promote and formalize the urban culture of food trucks in Mexico. After a year of successful editions, Grupo Modelo decided to join this movement with CERVEZO MODELO (NEGRO AND ESPECIAL) as an official sponsor.

With the support of GRUPO MODELO, the FOOD TRUCK BAZAR became the most disruptive culinary movement in Mexico City, permeating the culture to the tastebuds of different audiences in major cities in the west and center of the country.

OBJETIVES –

To create a campaign to position CERVEZA MODELO as the principal promoter nationwide of the disruptive culinary culture, and to generate engagement and interaction with the target market.

Challenge –

How to link CERVEZA MODELO in a natural way to the most important culinary trend of the decade?

The idea –

We created the MODELO FOOD TRUCK RALLY, a reality show that went on a tour of Mexico every weekend to events in public spaces searching for the best food trucks in the country.

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How we did it? –

Through a tour of major cities in the center of the country, offering an event for the whole family with the best food trucks. This tour was conducted by way of the rally, and was captured in total in a reality show broadcasted on national network television (Channel 7 – TV Azteca). In their in their dedication to the show, the food trucks chose the best ingredients, and proposed the best combinations of pairings with Modelo beer, linking it to their process of preparation at all time and positioning it as the beer of the gastronomic world.

CONCEPT –

The concept was that CERVEZA MODELO would be developed throughout history as the main reality TV star of the beer wold, showing the audience the perfect pairings of this drink with different dishes, generating interactions with the public, and promoting the rich cuisine of Mexico through its towns and cities. Thus was born MODELO FOOD TRUCK RALLY.

“The best food trucks in Mexico across the country.”

What were the results of the tour?

A massive number of impacts

More than 100,000 attendees in the 6 sites.
The MODELO FOOD TRUCK RALLY was followed by 28 million viewers in Mexico (on TV and digital)
+40,000,000 impacts on social media

The culinary beer

NEGRA MODELO became the best selling beer in restaurants and bars for food pairing with many dishes.

Doubled sales

MODELO ESPECIAL increased sales by more than 35%
NEGRA MODELO and MODELO ESPECIAL doubled their sales in the center of the country.

ROI of +$750,000 USD

More than 460 media outlets mentioned, reported and reviewed the program and events organically.
The initiative became property of the brand.