PENETRATING HISPANIC MARKET WITH LUNCH TRUCKS

Wrangler Jeans to Launch Novel Campaign in Southwest

By Published on .

SAN FRANCISCO (AdAge.com) -- There is such a thing as a free lunch, at least for some Hispanic construction workers and skilled laborers in three U.S. cities.

VF Corp.'s Wrangler Western jeans starting next month will send out a brigade of lunch trucks to work sites offering food and a free gift with a $35 Wrangler purchase from western wear retailer Cavenders.

150 trucks
Some 150 trucks will make 25 stops per day in Texas in Houston, San Antonio and Dallas, visiting manufacturing and assembly plants, construction sites, industrial parks and office buildings, hospital and health-care centers, schools, parks and recreation areas, the company said in a statement.

VF officials anticipate the promotion will allow for one-on-one interaction with consumers and a penetration into key Hispanic markets.

Dieste & Partners of Dallas, Wrangler's Hispanic agency, arranged for the promotion. The general-market agency is Two By Four Communications, Chicago.

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