How about some ice cream with your breaking news alerts? The Wall Street Journal is serving up a bit of seasonal whimsy (and calories) alongside its top headlines with the help of a food truck.
Today the publication, along with agency The&Partnership, dispatched the roving "WSJ Scoops" truck throughout the tri-state area to serve free ice cream scoops with its news scoops, making the point that "The Markets Don't Take a Summer Vacation."
Each cone dished out will be sheathed in wrappers featuring breaking news headlines, printed in real-time, on the spot. Flavors on offer will include Vanilla Bond, Choc Blue-Chip, Rocky Road to Success and Rum Raisin' Capital. Those who download the WSJ app can also score free toppings.
The truck will be on the road for the next five days, stopping first in Manhattan's Financial District, Union Square and Midtown. On the weekend it will then head to Southport Beach, Connecticut. Consumers can follow the truck on Twitter via @WSJScoops and via the hashtag #WSJScoops.
The WSJ isn't the first to dish out chow with headlines. Previously, The Economist had a food truck that served both real, and metaphorical, hot potatoes.