Fire & Smoke Sampling Van
Nationwide food festival sampling and experiential campaign for Denny’s Fire & Smoke.
We designed, sourced and built a huge 7m long Mercedes Vario truck and converted it into a super-cool American-style meat wagon.
Then we went on the road, visiting food festivals across the country, cooking and smoking juicy cuts of Fire & Smoke meat to flavour-cravers and foodies.
Working directly with Fire & Smoke we sourced, purchased and converted a huge 7m long Mercedes Vario into an American style meat wagon.
We installed a fully working catering grade kitchen including ovens, polar fridges and handwash sink ready to tour food festivals and independent events, creating a live ‘story’ to present to trade buyers and multiples.
From researching, booking and managing the sites (Foodies Festival, Old Spitalfields Market, Morrisons and Tesco HQ to name a few) to stock control, ingredients and cooking our team created a meticulous plan for the delivery and execution of the Fire & Smoke product launch.
A core team of iMP brand ambassadors were trained on the new low ‘n’ slow cooked meat products enabling them to competently prepare and serve the brand, promoting its unique flavour and quality over its market rivals.
With a combination of sampling and selling (hot Fire & Smoke brioche sandwich, sweet potato wedges and a drink) sales of the ‘meal deal’ at some of the events helped to generate revenue for the tour and contribute towards the self-funding proposition.
In addition to the in-truck preparation and cooking of hot smoked ham sandwiches (with chipotle ‘slaw and sweet potato fries) our team upsold promotional packs of the pre-sliced product, managing and reconciling cash takings.