Food trucks – they’re so hot right now. Nothing gets a person’s attention quicker than the promise of a tasty treat, and since food trucks are usually on the scene at big events and premieres anyway, they’re usually pretty game for promoting those big events while they’re at it. Now, San Francisco-based clothing brand Gap is hitching their wagon to the food truck post by using them as part of a new global marketing campaign to promote both the brand’s 1969 line of premium jeans and the opening of its creative design office in Los Angeles.
"This is the center of creativity," Gap’s new global chief marketing officer Seth Farbman told the L.A. Times when explaining the brand’s move into its new Los Angeles digs on West Pico Blvd. "What's interesting is that Gap has embraced it and is committed to getting at the heart of denim. And I think that may be the antithesis of what people think of our brand."
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According to the L.A. Times, Gap is putting that newfound grittiness on display by taking their campaign to the streets – and what better way to do it than with food trucks? Starting next week, Gap plans to launch a fleet of food trucks throughout Los Angeles, New York City, Chicago, and the brand’s hometown San Francisco. Over a period of two months, the trucks (labeled Pico de Gap – pretty clever, guys!) will sell street tacos for $1.69 with Gap coupons tucked into the wrappers. Just bought a pair of Gap 1969 jeans that day and have the receipt to prove it? Congratulations – you just earned yourself a free taco.
Other parts of Gap’s 1969: L.A. and Beyond campaign involve video vignettes filmed around Los Angeles and the debut of Louie, a lovable pit mix that’s the L.A. office mascot. But we never could resist a food truck, and when they mix with fashion they’re even better.