Coca-Cola’s summer food-fest truck tour and marketing campaign

This summer, Coca-Cola is bringing the taste of Coca-Cola Zero Sugar to foodies across the UK as part of a new food truck tour.

Until mid-September, the cola brand will be visiting 16 retail customer sites and sponsoring seven food festivals across the country. The truck will deliver over 500,000 samples of Coca-Cola Zero Sugar from its Food-Fest Truck to keep the brand front of mind and strengthen the tradition of the mealtime occasion with soft drinks.

A Recipe for Magic

The tour ties in with Coca-Cola’s “A Recipe for Magic” marketing campaign, which is launching a new creative with Great British Bake-Off finalist and “The World Cook” series judge Crystelle Pereira to shine a light on the Sunday Roast Family Tradition and Coca-Cola Zero Sugar’s role within it.

The campaign will feature in the cinema, within video-on-demand and across large out-of-home advertising locations. This will be supported by paid social media and influencer activity, partnering with popular foodie and chef influencers including Hari Beavis and Jon Watts to deliver hyper-local British recipe content.

“The ‘Meal at Home’ occasion presents a huge opportunity for retailers, as it encourages shoppers to add additional items to their basket to create a total meal solution,” said Rob Yeomans, vice-president, commercial development at CCEP GB. “Research has also shown that food and drink merchandised together can double shopper engagement and increase sales by up to 32 per cent.

"This is a fantastic opportunity for us to connect with food loving consumers, working with well-known food influencers and visiting locations across the whole country to inspire consumers to try new recipes at home alongside a Coca-Cola Zero Sugar, a brand that is the most popular soft drink to accompany meals at home.”