Gourmet Food Truck Trend Gives Gap a Tasty Idea
The Pico de Gap campaign set out to tap into the heritage behind Gap’s 1969 denim line—and to play up the idea of “democratizing fashion.” To do it, Gap leveraged the gourmet food-truck trend with four hand-painted Pico de Gap taco trucks and a “Made in L.A.” theme.
The tour, whose name was inspired by the location of Gap’s 1969 design studio location on Pico Boulevard in Los Angeles, hit the road for 28 days making stops in Chicago, L.A., New York and San Francisco. Vehicles were decked out in vibrant neon signs, irreverent copy in black script and brand-specific touches.
To lure consumers, Gap offered tacos cooked up by celebrity chefs in each market, such as Marcel Vigneron in L.A. and Ryan Scott in San Francisco. For just $1.69, visitors got two tacos, a drink and a $20 coupon for Gap 1969 denim. The deal was a hit. The tacos sold out daily within an hour of opening. Gap also promoted the deal on social media, including Twitter contests that awarded participants “golden tickets” good for a free pair of jeans.
The trucks visited 100 events in the four target cities in less than 60 days and sold more than 51,000 tacos. Gap awarded 1,000 certificates for free jeans, resulting in record-breaking lifts in sales in each market. The retailer also gained 3,000 new Twitter followers, and generated nearly 25 million social media impressions on Facebook and Twitter, and about 276 million media impressions.