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The challenge, to get 150,000 Uncle Ben's Rice samples, to as many peoples hands, across Canada in a matter of months.
Total distance travelled; Approximately 5,578 KM.
The tour started at the Jazz Festival in Vancouver, BC on June 25, 2016 and continued through to Edmonton AB, Calgary AB, Millerville AB, Swan River MB, Winnipeg MB, Montreal QC, and on September 5, 2016, the tour finished at the CNE in Toronto, Ontario.
We designed and built a mobile truck, complete with 3M Vinyl wrap, and a complete mobile kitchen to store and prepare the rice at each location.
We used 3 staff and at most events 1 to 2 brand ambassadors
We gave out 3 different samples:
1. Whole grain and wild rice with garlic herb dressing, avocado ,shrimp and baby clams
2. Ruiz au lait & Baies - rice pudding and berries
3. Flew the coop - chicken, cabbage and Sirachi mayo
These 3 recipes were based on a nationwide food truck competition held in June - winners were from Montreal, Vancouver and Toronto
The truck had a TV set up on the outside of the truck, viewing uncle bens commercials and the food truck competition footage
148,887 of the 150 000 samples were prepared and handed out to people.