MetLife After Food Truck

CHALLENGE

How do we inform employees at eligible companies about MetLife Dental Insurance in a fun and engaging way?

STRATEGY

We created The After Food Truck, a unique experience inspired by food truck culture and designed to remind consumers about the importance of oral health. The truck toured San Diego and Denver, visiting eligible companies as well as food truck round ups in each city, to drive buzz and awareness of MetLife Dental. When visiting eligible companies during benefits fairs, we partnered with local food trucks to distribute healthy and complimentary breakfast/lunch. Once consumers received their free breakfast or lunch, they were directed to The After Food Truck where MetLife brand ambassadors gave out dental kits containing toothpaste, a MetLife- branded toothbrush, bamboo silverware for future food truck use, and an insert reminding recipients not to forget dental insurance this year. Lastly consumers got to choose from a variety of gourmet dental items, such as cinnamon clove toothpaste and bacon flavored dental floss.

RESULTS

RESULTS
- Mobile billboard mileage: 34,261 mi • Number of benefit fairs visited: 178
- Dental kits distributed: 178
- Blue auto bags distributed: 185
- Total dental campaign impressions: 58,058,407
- Total auto campaign impressions: 34,893,145