In partnership with Vox Media, Eater and (of course) dio, Lightlife™ launched a 10-week food truck sampling tour to introduce its plant-based burger option to new audiences. The sampling tour allowed consumers to trial the product in order to boost awareness and purchase intent. As Lightlife’s newest products find themselves in more and more grocery store retail locations, the brand wanted to drive consumer activation. The food truck team made stops in New York City, Toronto, Chicago, Los Angeles, Palo Alto, Seattle, Bellevue, Chandler and Phoenix. Burgers were cooked by our team on propane grills, and consumers were given the options of vegan cheese, shredded lettuce, tomato, ketchup, mustard and, as well as brioche, vegan or gluten-free buns. This allowed people to assemble their burgers how they preferred and really experience the product as they probably would if they were preparing them at home. Campaign results included 118,640 estimated impressions, as well as distribution of 38,440 burger samples, 6,605 coupons and 462 branded premiums.