July 2014, we worked with our Toronto Partner, Praxis PR, to bring Tostitos’ Nacho Average Food Truck to Vancouver.
How to launch an international brand into a West Coast city known for its love of local. To kick off the initiative, we hosted a media tasting event to preview the menu. Enlisting the creative talents of well-known local chef Josh Wolfe, the truck served Tostitos chips paired with local flavours and inspired much chatter across English and Chinese media, and online.
Media & Blogger Engagement
Through tailored media pitches, Dunn PR secured over 30 earned features for Tostitos in local media outlets and blogs. English-language hits included: CTV News, TEAM 1040, VancouverScape, Vancity Buzz, 30 Day Adventures and Good Life Vancouver, Cantonese-language hits included: Vancouver Chinese News, New Leaf Weekly and Van Diary – A total of 3.6 million impressions.
Social Media Engagement
Through a campaign involving local bloggers and influencers, the Nacho Average Food Truck generated extensive engagement on Facebook, Twitter, Instagram and Weibo. Utilizing the hashtag #TostitosYVR, there were more than 650 organic shares of blog posts, and over 500 other tweets and comments across these platforms.