El Jimador Tequila were after an activation concept to help them show up and stand out at festivals and highlight their Latin food pairing positioning.
Working closely with the brand team, we developed a tequila and tacos concept, focused on an eye-catching truck to create a stir across the festival season.
I managed the whole truck build process, from design to working with our production partner to realise our vision. We developed an activation strategy and toolkit with every detail considered, before opening it up for local sales teams to book the truck for their activations.
We launched at the prestigious Taste of London, where we served up frozen margaritas, tacos and a delicious Paloma Sorbet, alongside Latin beats, making sure guests experienced the true taste of El Jimador.
We supported the Taste activation with a paid social campaign. I art directed and designed the suite of assets building on El Jimador's Reserved For Everyone global ATL campaign.
Our client was delighted with the activation and even more so when they smashed all their sales targets, introducing tens of thousands to El Jimador at Taste.
The truck has proved immensely popular, featuring at dozens of activations and festivals across the UK and booked out months in advance.