The Nighthawk trucks and trailers offer a blank canvas in a timeless style, perfect for brand activation. Our experienced and capable team can offer logistical and design solutions along with many others that will make planning activations large or small as simple as possible.
Over the past 7 years, we have worked with local, national and globally based companies to create effective brand awareness, strong media engagement and a cool, creative tools to activate with. Every brand requires a different set of skills to secure a successful activation. We have a wealth of experience at the Nighthawk and we can help you through the process every step of the way.
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Nation wide road-trip. East coast, Sydney to Perth — 2016 17 & 18
In 2016, Ferrero’s creative agency sought our involvement in a new campaign they were devising for Nutella. Little did we know that we were about to dabble in international marketing. Together, we created a model which has now become a global promotional strategy: the Nutella Road Trip.
From the outset, Al was involved in every aspect of this project. He worked closely with Ferrero’s creative and marketing agencies to create a campaign which would run successfully for three years in a row. He was instrumental in developing the creative elements of the plan, and also handled logistics, procurement and budget.
Most recognisably, he was the public face of the strategy, making multiple media appearances during the three campaigns.
Sydney gluten free festival and Lunar New Year festival
Ayam Foods approached us last year to run their annual involvement in a national ‘gluten-free’ festival, and also for the Sydney Lunar Festival. As a global brand with a strong presence in supermarkets throughout Australia, Ayam needed an efficient, professional team to carry out their major annual physical promotions.
Al and our team handled the logistical side of the event, directed by Ayam and its PR team who devised an overarching creative vision. We also took care of the menu designs, decal application and printing, which proved highly time and cost efficient for the client. The contract also included an activation event at Woolworths’ head office, which was of great importance to the client.
This event successfully generated extensive positive engagement with Woolworths employees and management. Both the gluten-free festival and lunar festival were a success, and as always, we were delighted when Ayam expressed their commitment to working with us again next year.
Taste of Sydney festival
With the success of the national Nutella campaigns came new interest in Nighthawk from other companies and their media agencies. One such agency approached us on behalf of Bush’s, America’s biggest-selling baked beans brand which holds 80 per cent of market share in the US. The concept we developed formed the foundation of their strategy for entering the Australian market. We represented Bush’s at the ‘Taste of Sydney’ festival, and launched their four flavours of beans and most importantly the brand itself, with additional plans to be involved in the ‘Good Food’ festivals in Melbourne and Sydney.
We were pleased to showcase Bush’s alongside two other global brands (Tanqueray and Johnny Walker), and amongst some of Australia’s best restaurants and chefs. Both Nighthawk and Tacohawk were part of what Taste of Sydney ambassador Mark Best described as ‘the festival’s best spot’, during his TV interviews in front of our beautiful trucks during the event.
Al meets Cookie monster
In June 2018, The Children’s Television Workshop, the production studio behind Sesame Street, approached Al when one of their biggest stars expressed interest in going on a food truck tour of Australia. Cookie Monster, aka Alistair Cookie, has taken on the job of educating kids on healthy eating habits and finally admitting to the global fan base that cookies are a sometimes food.
In the US, tacos are a well know and much loved fast food that can be far healthier than most when made with fresh ingredients, so Cookie asked Al to make tacos for him and Abby on their stop in Sydney. Al couldn’t contain his joy, Cookie Monster was his childhood hero. The shoot was as fun as you would expect and the online engagement globally was impressive.
