Thomas’ Tasty Mobile Tour Features a Rolling Toaster
What better way to “toast” the most important meal of the day than with a giant toaster on wheels feeding the hungry hoards at festivals, events and retailers in 18 cities—building awareness, increasing loyalty and engaging potential new consumers along the way. That’s exactly what The Breakfast Like No Other Tour cooked up for Thomas’ Bagels and English Muffins as brand ambassadors served up custom, handcrafted breakfast sandwiches, along with a GIF photo op and other games with a Thomas’ twist.
While awaiting their breakfast, attendees entered the 28-foot toaster trailer to create a GIF alongside a seven-foot English muffin replica and played a “Toast Your Luck” slot machine game to win branded premiums such as sunglasses, tote bags and cutting boards. Participants pulled down a lever installed into the truck to reveal their prize, then munched their sandwich at custom high-top tables designed to resemble stacks of Thomas’ muffins and bagels (cute). Afterwards, they could stick around for games of cornhole, ring toss and KanJam.
Touchpoints inside the trailer emphasized the “toaster” element of the experience. English muffin and bagel replicas popped out of the top, and at the entrance to the vehicle “Start Toast” and “Toast Level” dials provided photo ops. At night, the lights emanated the bright red glow of bagels being toasted. The tow and box truck were wrapped with Thomas’ branding and the tour’s social media hashtag, encouraging consumers to follow along any time of day. Delicious.