America has become a food truck nation; according to the National Restaurant Association food truck revenue in the US will reach $2.7 billion by 2017. Wise Snacks is using its’ potato chip brand to launch a sub-line, Food Truck Favorites, featuring flavors sourced from popular food trucks across the U.S. The company challenged Perspective: Branding to help drive the concept and capture the spirit of the experience. “Our goal was to find a simple way to capture the taste experience for consumers,” says Simon Thorneycroft, Founder/CEO of the San Francisco-based design firm.“We looked for a simple, memorable idea that instantly connects to the spirit of the food truck community, leading us to the concept and imagery of the actual serving window and shelf,” he adds.
The first 2 flavors are Loaded Chili Cheese Dog, courtesy of Papaya King and Beef Barbacoa Tacos from North East of the Border. The packages prominently feature photography of the actual product in its signature “to-go” tray resting on a metal shelf. The angle and height is balanced at eye level where consumers would grab their order. Chips are nestled around the product. Bright colored backgrounds for ease of flavor differentiation are framed on top and bottom by a metallic silver band providing an instant and memorable connection to the food truck. The Wise brand identity/quality ribbon sits on top. Finally, the truck owner’s brand icon is placed like a sticker on the front panel while the back highlight the food truck owners, where to find them and how to follow them on social media.
As part of the program, flavors will rotate in and out every 6 months. After the initial wave, consumers will be invited to nominate their own favorite food truck. New food truck operators will be selected to develop flavors inspired by their brand and, just as food trucks utilize social media platforms (especially Twitter) to promote and help consumers track their locations, Wise will promote the launch using social media, eCoupons, and sampling events. Says Jeremy Bjork, Chief Marketing Officer, Wise Snacks: “We knew how powerful packaging design can be in driving sales at launches such as these … We think this will fuel engagement with our brand and appeal to a whole new audience.”