GUCCIFOODI
GUCCIFOODI was an idea created for a project at university. It consisted of a fresh napolitan wood fire pizza truck, in aid of promoting the new Rosso Ancora colour for Gucci. Through curating marketing devices centred around food, it invites consumers to physically emerge themselves in the brand and provide a memorable experience using multiple senses in the human body. The truck would be open for a long weekend, allowing enough time for the word to spread on social media. The aim behind this campaign is solely for brand awareness, not profit gain, hence why the truck is available for a limited period of time.
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Gucci is a brand who cater to all ages and genders. Consumers preferences can vary from classic elegance to more whacky and creative designs, something Gucci is recognised for. Therefore the chosen demographic for this pop up truck will range from 18-50 years old. Without any age limitations this allows for maximum profit and attention gain.
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Gucci has used food as a marketing tool previously, such as their restaurant in Seoul, however they have never used a food truck. The truck may seem informal for a luxury brand, but there are multiple benefits for both brand and consumer. This pop up event does not require a booking or a waiting list, which can often stop consumers participating, therefore, making it an event open to the public provides a sense of inclusivity and builds a buzz for the consumers. Since the event is interactive, consumers are able to physically take something away with them, serving as a reminder of the brand through this purposely designed marketing tool.
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Since the rationale for the pop up event is to promote the new Rosso Ancora colour, all aspects of the event will be decorated in the signature colour. Colour can impact human’s memories by evoking emotions and attention for the colour. Colours can trigger varied emotional responses, building a foundation of memories associated with this colour. Gucci is representing their brand through this deep and rich shade of oxblood, therefore it will automatically trigger a link to Gucci when consumers see this colour elsewhere.
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In terms of social media coverage, TikTok and Instagram will be used predominantly in order to promote this pop up event. This is due to the fact that they are the most popular social media platforms for all generations, allowing information to disperse rapidly. Social media is a cheap and effective marketing tool for brands to promote their up and coming news. In terms of promotion for this specific event, Gucci’s main Instagram account will post teasers one month prior to the pop up event, generating a buzz of what will be created. As well as influencers, who fit the criteria of what Gucci represents, will be invited to the event for free, in exchange for social media posts promoting the new collection and the truck.
