OutCold and Frontera brought the culinary experience of Mexico City to American kitchens with a new mobile experience.

Two heritage vehicles, a unique VW Bug with custom built visual merchandising displays and a 1953 International Harvester Metro Taco Truck, hit the streets in major metropolitan cities to bring Chef Rick Bayless’ mission to life of connecting people by making modern and authentic Mexican cuisine accessible to all. The VW bug and retro metro truck distributed samples of chips, salsa, guacamole and cooked up frozen skillets at local business and events to create quality one-to-one engagements while generating shareable social content that was featured across all of the brand’s social media channels.

The tour was strategically routed near local hot spots from breweries and boutiques to radio and television stations, while also developing relationships with national retail partners like Kroger, Whole Foods, Albertsons and more. The activations were scheduled to align with in-store merchandising and new product launches to help drive awareness and sales. It’s no wonder the magic of Taco Tuesday was being requested every day of the week.