Brazil: Dia launches 'Food Truck' initiative

Supermarket chain Dia has announced a new marketing initiative in Brazil – launched with the hashtag #pfdodia – based around the concept of ‘food trucks’.

Food trucks – vehicles fitted out to produce and sell street food – have become increasingly popular in recent years, especially within major cities in North America. Dia’s new ‘food truck’ campaign will see the company offer freshly prepared food made from its own brand products,  in a move designed to promote its private label ranges.

“We started our project at a time when eating out is difficult”, said Dia marketing director Luciene Schedenffeldt. “By combining Dia’s quality, low-price products with the creativity of our chefs, we will show the public that eating well does not mean spending more.  We believe that this is an excellent opportunity for consumers to taste our products and appreciate their quality”.

According to Uol Economia, Dia’s ‘gourmet’ meals will be retailed at R$10 ($2.66), while  more ‘everyday’ options such as sandwiches, hot dogs and drinks will also be available. Consumers with a ClubDia loyalty card will be entitled to a 20% discount.

The initiative is taking place in Sao Paulo and is expected to last 10 days.

Source: SEGS / Uol Economia