Credit union Meridian is promoting itself to potential customers in downtown Toronto this week by combining two mega food trends: food trucks and cupcakes.

Working with Launch! marketing, Meridian began the food truck tour yesterday and is hitting four downtown Toronto locations this week, with a street team handing out branded cupcakes and water to passersby, Ryan Yates, director, marketing strategy and business intelligence, Meridian, tells MiC.

“Meridian has four key downtown locations, and in the area there are probably about 2,000 other competitors so we wanted to do something different to market the brand within the communities that we serve,” he says. “Meridian is not a big bank so we don’t have endless amounts of money to market. We are small and are building our brand. We wanted a different way to market ourselves that is cost effective and unique to the downtown core.”

A media buy promoting the food truck tour was done with Toronto-based Mama Media, targeting TTC streetcars and transit shelters around the credit union’s downtown locations.