NBC New York : Locals Only Food Trucks

Brown-baggin' it with Boulud.

Published On
Feb 08, 2010
Locals Only Food Trucks

Editor's Pick

Mother N.Y.'s latest effort for NBC New York's "Locals Only" campaign deployed premier New York chefs Daniel Boulud, Alain Ducasse, Paul Liebrandt and Michael White to secret locations on the streets of Manhattan yesterday, February 8, to present high end lunches to a select group of New Yorkers.

For two weeks, wild postings, spots and online teasers steered New York locals to NBCNewYork.com, where they were asked questions to prove their local knowledge. Golden tickets were awarded to 500 visitors who answered correctly, and yesterday, NBC revealed the undisclosed spots where the golden passes could be redeemed for a meal.

Check out more images from the event:

The event was also produced in partnership with the Food Network South Beach Wine and Food Festival, where Chef Boulud is being honored. Previous Locals Only Events treated New Yorkers to a meal from Momofuku's David Chang, live concerts by hip-hop artist Common, and a music art mashup featuring the Shiny Toy Guns and others.


Feb 09, 2010
Brand :
NBC New York
Client :
NBC New York
Agency :
Mother-New York
Executive Creative Director :
Linus Karlsson
Executive Creative Director :
Paul Malmstrom
Creative Director :
Scott Carlson
Creative Director :
Tom Webster
Executive Event Producer :
Chiara Adin
Event Producer :
Nick Kadner
Producer :
Diane Frame
Producer :
Bronwen Lonsdale
Editor :
Mike Sobo
Art Director :
Blaise Cepis
Copywriter :
Mike Sobo
Interactive Designer :
Gabriel Blido
Interactive Creative :
David Housen

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Project Type