DiGiorno Delivers with a Microwave Kitchen on Wheels - Event Marketer

DiGiorno Delivers with a Microwave Kitchen on Wheels

DB_EX_DiGiorno_2006 Ex
Brand: KRAFT
Agency: TURTLE TRANSIT
Awards: EX AWARDS — BEST VEHICLE DESIGN
Year: 2006

In a deliciously ironic event marketing moment, DiGiorno—the brand whose TV ads crow “It’s not delivery!”—took its microwave pizzas out of the freezer to deliver samples to hungry consumers.

To build just the right vehicle for the job, DiGiorno converted a box truck into a microwave kitchen-on-wheels. The exterior of the truck was clad with graphics that made it look like one gigantic microwave oven, complete with oversized buttons and a digital LED clock. But when it pulled up to events, a garage-style door on the vehicle’s passenger side rolled up to reveal 16 fully operational microwave ovens, which heated up samples to dish out to the crowds. A 16-foot panel at the base of the microwave truck flipped outward to provide a spacious prep and serving area. Storage racks for premiums were tucked away inside the truck, as was a 17,000-watt generator to power the microwaves and two chest freezers for the pizzas.

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