The project was a strategic value-add for AllRecipes.com and two of its prominent advertising partners, Kikkoman and Torani, turning digital and print content into a tangible street-level experience.
Sweeter managed the entire lifecycle of the activation from concept to completion. This included identifying the most effective locations to reach the target demographic and securing all necessary municipal permits for street activities in both Manhattan and Brooklyn. The use of their food trucks provided a mobile stage that generated massive visual impressions while moving through high-traffic urban corridors.
The activation featured a specialized menu developed by Sweeter’s culinary team in their dedicated prep kitchen. The chefs tested and executed four distinct recipes provided by the client to demonstrate the versatility of the advertising partners’ products. For Kikkoman, the menu offered a Tokyo Turkey Breakfast Biscuit with Teriyaki Sauce and a Spicy Korean BBQ Chicken Slider. The Torani beverage included a Pumpkin Spice Cold Brew and a Raspberry Mango Arnold Palmer. These offerings provided guests with a direct taste of the recipes typically found on the AllRecipes.com platform.
Visual branding and custom fabrication were critical components of the event’s success. Sweeter produced double-sided A-Frame menu signs and outfitted the brand ambassador team in custom AllRecipes.com attire. A standout element of the fabrication was the custom Kikkoman deli wrap, which was folded into a branded origami sandwich container. This unique detail provided a premium feel to the sampling process and served as a memorable touchpoint for the 4,000 guests served over the two-day period.
The results of the partnership were immediate and measurable. The activation resulted in a significant spike in AllRecipes.com subscriptions. The seamless execution of the recipes and the high-energy engagement of the Sweeter staff rekindled brand recognition for Kikkoman and Torani. By leveraging a branded food truck, AllRecipes.com was able to deliver a flavorful, real world experience that built lasting consumer loyalty.
Through this project, Sweeter demonstrated its ability to handle complex logistics and culinary execution for major media brands. The activation stands as a prime example of how an experiential marketing company can transform traditional advertising spend into an immersive, multi-sensory brand activation that resonates with a modern audience.
About Sweeter
Sweeter is a New York City-based leader in experiential marketing, specializing in innovative and engaging activations that create lasting connections between brands and consumers. Known for their creative approach and flawless execution, Sweeter sets the standard for branded food trucks and mobile experiences. Connect with us on Facebook
For more information, please contact:
Kim Healing Vice President – Director of Events & Production
Email: kim@wearesweeter.com
Website: www.WeAreSweeter.com
Media Contact
Company Name: We Are Sweeter
Contact Person: Kim Healing
Email: Send Email
Phone: (212) 888-6633
Address:685 1st Ave.
City: New York
State: NY
Country: United States
Website: www.wearesweeter.com
