CAMARENA x VICE MUNCHIES: OFF THE TRUCK
Can you name a better pair than tacos and tequila? I can’t. That’s why we decided that tacos (and authentic Mexican food) were a clear choice for Camarena Tequila. For the 2020 summer programming, we wanted to start establishing this food program in a big way and we came up with the idea for a mini series that would feature food and Camarena in a natural, authentic way.
We partnered with VICE Munchies to help this come to life and together created the show Off the Truck. With storytelling at the center, the mini-series features three different taco trucks in Austin, TX. While each episode gets into the food side of the story, it also allows these taqueros to share their background and how they got to where they’re at today.
This show was supported by national point of sale in both English and Spanish, social media assets and a content hub microsite that would go on to support further programs for the brand. This microsite featured information about the show, recipes, blogs, and allowed consumers to enter to win a giveaway tied to the show. I was responsible for designing the microsite, point of sale and social media assets, but also helped oversee the shoot and pre-production process from a brand support side.
