Hitting the road for a mobile food and drink campaign? It takes more than just a great-tasting product. You'll have to think about layout, equipment, staffing, and everything else needed to make your project a success.
At Promohire, we're proud to bring sampling events to life. Here’s a taste of our favourite projects – from iced coffee moments to celeb-infused biscuit sampling.
1. Emmi’s perfect pick-me-up
Who wouldn’t want an iced latte to combat the summer heat? Emmi knew this all too well, and tasked us with creating a mobile sampling van that could put on a show at festivals, marathons, and everyday events.
Emmi’s idea was simple. They’d take this vehicle for a 12-month UK tour, all to take the strain out of brand sampling and education. It parked up at key locations, such as the Birmingham Running Festival, where staff gifted lattes to runners at the finish line.
This drink sampling van featured a spacious interior, vibrant branding, LED light strips, and beautifully finished lightbox.
2. Listerine’s bold flavour collab
Listerine u partnered with celebrity chef, Tony Singh MBE, to promote the launch of their fresh breath Go! Tabs – all in time for National Garlic Day! Parked up at Boxpark Shoreditch, the classic Estafette was fully customised for the renowned chef to plate up delicious meals.
Guests could sit and eat in the sun, before grabbing a Go! Tab for a pop of freshness. With a celebrity chef, photo moments, and a hashtag for easy sharing, this was food sampling at its finest!
If you want to boost your awareness event with a free treat, see how to use sampling to elevate the experience now.
3. Walker’s perfect shortbread serve
Walker’s came to us for a tartan Estafette brimming with character. Designed as a mobile sampling hub, the van served up classic Walker’s charm with a distinctly Wimbledon twist – with all-butter shortbread, strawberries and cream.
But Walker’s had an ace up its sleeve. Welcoming tennis legend Andy Murray as their first-ever brand ambassador, this sampling campaign had everything it needed to make a racket on social media!
The result? An event that played on both Wimbledon and the brand’s Scottish roots, and an experience that tennis (and shortbread!) fans will remember for years to come.
4. AO Bear’s family-friendly pizza tour
AO Bear’s Pizza wanted to create a welcoming pizza tasting event that anyone could join. The star of the show was the Citroën Relay Type H, boasting the charm of a vintage H-Van with modern reliability.
Inside, the sampling van was clean and simple. Artisan pizza ovens were the heart of the setup, supported by twin sinks to promote a hygienic space and a layout designed for quick serving. The menu leaned into a playful theme, with slices like The Hunny Pot and Three Bears Porridge – proving a perfect mix of fun and flavour.
With AO Bear himself making an appearance, this fun brand sampling event struck a chord with guests of all ages.
5. Premier Foods’ ice cream extravaganza
Premier Foods launched a multi-brand ice cream campaign to draw the crowds at busy locations, including the ever-popular Barcode Festival. With so many brands competing in one space, they needed a way to turn heads and store plenty of samples to share with hungry crowds.
Colourful branding and decorative flags helped cut through the noise, while a small seating space invited guests to cool off and relax. Looking for ways to push ice cream sampling further? See how to elevate your campaign here.
Behind the scenes, the mobile sampling van (in this case a large exhibition vehicle) was fitted with chest freezers for storing 2,000 samples at one time!
6. Tabasco’s sandwich showcase
Tabasco set out to spice up the morning commute by pairing its iconic sauce with a freshly made sandwich. Crafted by Max Halley, the ‘Morning Reviver’ was the focus of this festive food and beverage campaign – designed to give tired commuters a much-needed lift.
Their fiery US postal van popped up at London Victoria, Leeds city centre, and Birmingham New Street station, where a giant 3D sandwich prop (made by our creative design and build team) proved impossible to miss.
With a kitchen designed for prepping egg sandwiches, a custom prop, and a branded drinks bar, this food and drink campaign proved a big Christmas hit – and the perfect way to launch a hot new product.
7. Dr Oetker’s slice of Suprema
The famous food brand brought their new Suprema pizzas to life with a two-week sampling campaign with a vintage, matt black catering Airstream. Guests could watch fresh pizzas bake inside, then grab slices of La Margherita, La Romana, and La Calabria – each on a rich crust with sun-ripened tomato puree.
This striking mobile setup made the campaign hard to miss, helping to drive a sales boost of over 500%.
As you can see, the right vehicle can make all the difference – but which make and model is right for you? Get the lowdown in our complete guide to the best promotional sampling vehicles.
8. New Look’s puppuccino pit stop
Our smaller catering Airstream was put to the test for New Look, promoting their autumn collection. On site, brand ambassadors served coffees from the onboard machine and handed out gift vouchers – redeemable online and in stores.
Most importantly, New Look welcomed four-legged visitors, who were treated to their very own puppuccinos. It was a fun twist that delighted pups and owners alike!
Making great use of coffees and cream, this sampling campaign showed how a compact vehicle, and a simple idea, can create a fun (and adorable!) experience.
Ready to bring your sampling ideas to life?
Food and drink sampling takes careful planning to get right. That’s why we offer a free discovery call to talk through your goals and ideas – and how we can support your project through our additional campaign services.
We’ll guide you through everything from locations and staffing to stock storage and delivery. It's your chance to get free expert advice, and start shaping a food and beverage experience that works for your brand.
