Barilla - Roadshow

food truck

WASA Food Truck

Presentation of the new Wasa Gourmet flavors

Tasks & Goals
Conception and realization of an event format for the presentation of Wasa’s new Wasa Gourmet flavors sesame and granola gourmet.

Idea & Realization
On 26 February 2016, the “Wasa Gourmet Crisp Critic Tour” started under the motto “Discover the new Wasa Gourmet”. Germany’s largest food truck stopped in eight German cities and presented the new flavors Wasa Sesame Gourmet and Wasa Granola Gourmet.

In Scandinavian winter look, the eye-catching double-decker bus complete with terrace and bar tables attracted passers-by to try five different gourmet crispbread recipes that were created by consumers on the Wasa Facebook page. Each week, five new recipes went on tour. On the top floor, a converted gourmet café, guests could enjoy coffee, tea and water in a pleasant atmosphere. For the interactive brand experience, crispbread fans could take Wasa Gourmet Foodie photos in the “foodie booth” (a mobile photo box), share them digitally and print them out.

The tour stopped in Munich, Stuttgart, Oberhausen, Düsseldorf, Essen, Hannover, Hamburg and Berlin.

During the roadshow, more than 10.000 Wasa Gourmet crispbreads were handed out and some 60.000 direct contacts were recorded. The reach was even further extended by an online campaign, directly communicating the new flavors.


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Want to know more?

Vera Struck
Marketing & Business Development
T +49 40 899 60 61 22
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