Talk about a great marketing idea: Enjoy Life Foods is in the midst of a nationwide tour, combining food trucks and healthy eating. The brand has redefined a new category of foods — “free-from” — and is using a national school bus tour to promote its products, all of which omit the top eight common food allergens (milk, eggs, fish, shellfish, tree nuts, peanuts, wheat and soy).
The tour, which kicked off at the Natural Products Expo West in March, will visit 32 cities over the course of 28 weeks, sharing 600,000 complimentary snacks and coupons. While 600,000 bags of cookies and chips sounds like a lot, it is a drop in the bucket compared to the number of Americans with food allergies.
About 15 million Americans — and 1 in 13 children — are allergic to these ingredients. And that’s not counting the number of people who opt out of some of those foods as part of a healthy diet.
“At Enjoy Life Foods, the food allergy community is our family, and we share the frustration of having to navigate a specific diet while at school or on the go,” says Joel Warady, chief sales and marketing officer.
True to form, every turn the bus make is being captured on Facebook, Twitter, Pinterest and Snapchat.
It’s a marketing campaign with a little bit of everything: Capitalizing on the food truck trend and highlighting nutritional requirements and preferences.