Gap Gets In on the Food Truck Craze

Fall fashion is nearly upon us, and with that comes the joy of new marketing campaigns. Gap has raised the bar for the season with a new campaign promoting its 1969 line. It’s building on the food-truck craze with Pico de Gap, a national fleet of taco trucks.

The trucks look fantastic, all hand-painted a stunning ocean blue and dressed up with replicas of vintage ads and classic neon signs. They serve fresh tacos with toppings hand-picked by top chefs. Rick Gresh, executive chef of David Burke’s Primehouse, will be serving food to patrons in Chicago, who will get to enjoy a menu that includes farmer’s market queso fundido and dry aged steak, chicken chorizo and pork belly tacos. In San Francisco, Top Chef’s Ryan Scott is creating masterpieces that include things like mole-braised brisket, pumpkin seeds, red onion marmalade, queso fresco and Mexican chocolate vinaigrette. Sound’s amazing, right? And as part of the promotion, they’re only $1.69 each.

While they’re waiting for their tacos, customers can take a look at Gap’s 1969 fall denim line. If they make a purchase and bring a receipt, their tacos are free, but if they hit the Pico de Gap truck first they’ll get a coupon for $20 off their next purchase in that line. A few randomly chosen customers will luck into a special coupon for a free pair of the jeans, too.

In addition to San Francisco and Chicago, the Pico de Gap trucks are exploring all the hot spots and big events in New York and Los Angeles. And like most successful food trucks, these ones each have their own Twitter accounts tracking their movements.

Image courtesy of PRNewsFoto/Gap Inc.

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