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El Jimador wanted to take tequila on tour, building brand awareness and driving trial through a summer-long roadshow.
The aim was to show up in high-footfall, high-energy locations across the UK and deliver a premium experience that brought the brand to life.
Making tequila accessible, exciting, and relevant to a daytime crowd, all while keeping things modular, mobile and on budget.
Working closely with the brand team, we developed a tequila and tacos concept, tapping into the brands Latin food pairing positioning.
The centre point was our eye-catching, vintage tequila truck.
This mobile bar and kitchen would be the centrepiece for our fiesta roadshow, helping El Jimador show up across the summer festival season.
We managed the whole truck build process, from design to working with our production partner to realise our vision. We developed an activation strategy and toolkit with every detail considered, before opening it up for local sales teams to book the truck for their activations.
We launched the campaign at the prestigious Taste of London, London’s premier food festival.
We served up frozen margaritas and a delicious Paloma Sorbet, alongside Latin beats, ensuring guests experienced the true taste of El Jimador.
We also supported the Taste activation with a paid social campaign to promote our presence and partnerships with local venues.
We art directed and designed a suite of assets building on El Jimador's Reserved For Everyone global campaign. This included a mini-shoot to capture additional assets unique to our activation like the tequila truck and Paloma sorbet.
Our client was delighted with the activation and even more so when they smashed all their sales targets, introducing tens of thousands to El Jimador at Taste.
The truck has proved immensely popular, with the activation now in its 4th year. The truck has featured at dozens of activations and festivals across the UK providing a consistent and scalable presence for El Jimador.
Client: El Jimador | Agency: The Evolve Group