Traditional brands try to paste the image to the food trucks

The buzz around the trucks adapted to the sale of street food begins to spark the interest of big companies. Through its divisions, companies like Unilever, the maker of cheeses Tirolez and, more recently, JBS have shown interest in associate their brands with these itinerant business, since last year, have their own legislation in the city of São Paulo.
In Exchange for some benefits for small business owners, such as discounts or even product quotas provided no cost companies take advantage of the vacant spaces on the menu or in the body of trucks, also called food trucks, to attach logos and communicate messages to the final consumer.
This strategy is already responsible for making some vehicles in circulation in the city in candidates for Windows Mobile brands. An example of this is the Wings Burger, by Alex Caputo, who since last month with a 30 cm adhesive of Friboi pasted into your truck. Brand advertising is also in the parchment paper delivered to customers and the paper bag that wraps the snacks.
In the future, ask for the menu of food truck will come across a piece of Hellmann's between the prices of products. "For us this is a chance to gain efficiency and quality Chancellor," says Caputo, which uses the brand of Unilever mayonnaise as a base for sauces of your snacks and, since I signed the contract with JBS, the company receives all the Burger dimension fractional following the original recipe developed by him.
"We delivered our revenue for the company, with the exception of the spice, which I consider to be our competitive advantage. What they do is mixing the types of meats that make up our product and add the seasoning I send separately, "says the chef. "Mayonnaise, even if I wanted to I could prepare in the life which has rendered by Unilever. Have the meat, we bought from frigoríferos and turned into portions in our kitchen. Now, that's enough all ready and the four employees used in the kitchen were used in the operation of sale ", analyzes.
Caputo says it wasn't hooked to the only partnerships by cost-saving appeal, but also for the opportunity to connect your business in a niche behind a public statement yet by the national penetration companies.
In that sense, the speech of the businessman is approaching the sponsoring brands. "We have research that indicates that the Brazilian is more susceptible to consume products in the street when he tried it at home," says Rodrigo Bertoncini, who heads the Division of Unilever Food Solutions, focused on food outside the home. The company makes tests with the new channel of sales for two of its brands, Hellmann's and Ades.
To Eduardo Parez, which just opened a food truck, the partnership agreement signed with the dairy company Tirolez was an alternative to amortize the initial capital costs.
"We just make grilled cheese sandwich and, therefore, the cheese is 60% of our costs. When I started to design the company realized that get a support with a supplier would be fundamental to improve the financial issue, "he says.
Parez account that came into contact with the brand by Facebook in one day and, on the other, already had a meeting scheduled with the marketing department. "The brand was already aware of this new thread when Eduardo came to us," says Luiza Hegg, marketing coordinator of Tirolez. "He came in with a proposal that made perfect sense," he says.
The company provides free of charge a share of $ 5,000 in cheeses per month for the entrepreneur. In Exchange, it has the logo on the door of the Van where the diner operates and can explore the vehicle for marketing actions.
"Our plan is to promote cheese tastings to the side of the vehicle," explains the Executive. "It's a first action, serves as a test for other partnerships, we will analyze," he explains.
In the case of JBS, the project of relationship with this market is handled from the beginning of July as a nationwide action.
"We were in a pilot phase, which began in June and was until the end of the week (passed). We've identified ten food trucks that work mainly with meats and, by the end of the year, we want to expand nationally, "says John Galoppi, Coordinator of JBS communications, responsible for the project. "It's a partnership with the trucks, but our focus is direct communication with the consumer," he says, what do you think to achieve 500 food trucks in São Paulo and 1.2 thousand by Brazil. "The idea is to be present in 100% of guys who work with meat."