PROJECT: THE HOT DOG CORNER
CLIENT: SIGMA / SAN RAFAEL
AGENCY: JWT

THE HOT DOG CORNER BY SAN RAFAEL

In the last few years, it seems as if food trucks have taken over the food scene in many top cities. These modern food trucks provide an array of eclectic, gourmet options for cheap. Mobile food is not a new concept in the Mexico. From classic tacos and quesadillas to the classic hot dog stands, quick, inexpensive, food on the road has been a part of Mexico’s cultural history.

We setup the new steps of this resurgence of food trucks in the Gourmet and Foodie side for Mexico, to make mobile cuisine to gained respect and become popular with everyday folks and foodies alike. Moving beyond just theme parks and food festivals, to make it grown and become a financial force within the food industry.

In order to make sausages cool and trendy again in Mexico, we developed an omnichannel strategy with a hero experience in a gourmet food truck brand by San Rafael where 3 Mexican Top Chefs not only created signature hotdogs, but we also surprised people by making those chefs the food truck’s “tenderos”, the Chefs Lula Martín del Campo, Eduardo Cabrera y Pedro Abascal and with San Rafael to make 5 special recipes of gourmet hot dogs available as street food for everyone.

We triggered the launch and product design of a new kind of gourmet sausages by San Rafael, developed exclusive for the streets of Mexico, setting up a new trend and wave of the Gourmet Food Trucks in Mexico. With a new touch point for new and current customers as an integrated omnichannel strategy, with the best use of digital and social media for a bigger audience.