THE CHALLENGE Drive consumers to try Morningstar Farms vegetarian foods through a fun and nimble experience that could fit within a variety of footprints.
THE IDEA We fabricated 3 food trucks to serve Morningstar Farms cuisine and created the Big Change Little Diner—a tricked out air stream trailer where consumers were invited into the “smallest diner ever” to have an intimate conversation on the power of plant based foods. The food trucks offered a variety of samples, from breakfast to dinner foods, showcasing that MSF is the right choice for any meal. Additionally, consumers had the opportunity to get rewarded for stepping into a story booth and pledging their #vegalliance; committing to go meat free at least once a week to their social media networks.
THE RESULTS TBD