Macy’s Touts Its Chefs with National Food Truck Tour - Event Marketer

Macy’s Touts Its Chefs with National Food Truck Tour

DB_Macys_2012 Book
Brand: MACY'S
Agency: IN HOUSE
Year: 2011

Macy’s took its Culinary Council on the road with Chefs A-Go-Go, a national food truck tour designed to drive awareness of its chef advisory board, teach consumers how to cook and shop like a master chef and serve up free samples of the chefs’ signature dishes.

The summertime tour kicked off in Miami and included stops at Boston’s Prudential Center, the Macy’s 4th of July Fireworks festivities in New York City (as well as a few other Big Apple locations), Washington, D.C.’s Eastern Market, plus Chicago, Los Angeles, Portland, San Francisco and Seattle.

Several Culinary Council chefs, including Todd English and Marcus Samuelsson, participated, and KitchenAid provided appliances that helped them prepare summer-appropriate dishes. Guests at each stop received free samples of that chef’s signature dish and an Emeril Lagasse-created dessert, “babamas foster” (chocolate-covered banana ice cream pops). Attendees were encouraged to donate to hunger relief organization Feeding America, and those who “liked” Macy’s Facebook page or followed its Twitter feed received a gift.

“Macy’s looks at special events as entertainment, and any time we can do something a little out of the ordinary, we like to do that,” said Amy Kule, group vp-national special events at Macy’s.

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