CONTEXT
GERTRUDE revitalized the Rice-A-Roni brand for the launch of its new Heat & Eat products with an integrated, modernized take on the famous San Francisco trolley. We created a four-month-long coast to coast “Meal Maker” trolley tour that visited six major cities. Collaborating with and spotlighting a local chef gave the idea a super-relevant local touch, earning billions of impressions and getting Rice-A-Roni back in the mouths (and hearts) of a new foodie-focused generation. We fabricated a modernized trolley to host each tasting, integrating the brand message with social feed-worthy details for a seamless, delicious brand experience. 

WHAT WE DID
Brand Strategy, Branding, Advertising, Structural Design, Fabrication, Experiential

OUTCOME
6 Landmark U.S. Cities
4 Months
1B+ Impressions
60K Samples
4 New Products Launched