Tabasco #PickMeUp truck with giant 3D sandwich prop

Raccoon recently worked with our friends over at The Persuaders and GTMS to help deliver an immersive brand experience for Tabasco. The client wanted to broaden the perception of how its renowned sauce could be consumed, with one idea being to pair it with a sandwich. But not just any sandwich.  Oh no. It had to be a creation by Max Halley,the ‘go-to’ guy for sandwich perfection…

The activation was centred around Max’s Morning Reviver (aka a hangover healing sandwich), and Max and the team took this delicious creation out to morning commuters in London’s Victoria train station, Leeds city centre and Birmingham New Street station. At the centre of this campaign was the Tabasco Pick Me Up truck - a stunning Aeromate Utilimaster featuring a giant bespoke sandwich prop mounted on the roof of the vehicle. Guaranteed to grab the attention of tired and jaded members of the public during the Christmas party season, the truck gave away a total of 2000 free sandwiches to those needing a boost.  

The Pick Me Up Truck was fully converted by Raccoon so that Max could step on board and get stuck in to preparing the magic of this popular recipe. The conversion featured a serving hatch, facilities such as a griddle plate, Bain Marie, double sink unit, fridge and lots of preparation and storage space. We wrapped the Utilimaster in a striking on-brand vibrant red, and our fabrication team built the bespoke metal steel signage and menu boards. To compliment the sandwiches, the brand was also giving away a glass of Virgin Mary, and to enable this we produced the branded free-standing bar unit which featured a chilled drinks dispenser.

However, the truck was all the more memorable due to the life like 3D sandwich prop. This was an exact replica of Max’s Morning Reviver sandwich and was an exciting challenge for the team. So how did we produce it? First, we made the sandwich using the recipe and then scanned it with a 3D laser scanner.  This produced the blueprint for the production team, and so using a five-axis milling machine we were able to create the prop. Once this was manufactured, our install team wrapped the sandwich to bring it to life, using a variety of vinyl films. It was then affixed to the roof of the vehicle for maximum impact.

Richard Clark, MD of Promohire commented:“We were thrilled to be asked to be involved in this project as it’s right up our street. The team love a challenging production brief, and we know from experience that delivering  something out of the ordinary can massively impact brand engagement in a positive way. This campaign had all the right ingredients: from the perfectly timed idea, creative intent and production capability right through to the engaging brand ambassadors and the response from the public. Combining a vehicle and a quirky prop gives you an opportunity to not only be memorable but also gives your brand fans fun content for their social feeds. It’s a win-win!

And how awesome that this project also made it into FESPA’s top 20 vehicle wraps for 2018 !