Saputo is tapping into Canadians’ love for food trucks to promote its Cheese Fries.

The Canadian dairy company introduced the product last September and, as part of its launch, has set up red food trucks in several busy locations in Quebec and Ontario. The company is giving away free samples of its new fries and coupons for product discounts at all locations where the truck is parked. It will also place trucks in selected retail outlets in Quebec until March, and in Ontario from March 15 to April 7. Toronto-based Vibrant Marketing is handling the activation, which will be available to Canadians through early spring.

According to the agency, the food trucks will allow Saputo to reach consumers of all ages – particularly food lovers – and cover a large geographic area by being mobile.

Previously, other brands have opted for food trucks or launched similar activations to advertise. For example, in 2022, Häagen-Dazs introduced its exträaz ice cream line by distributing samples of the product on a yacht. And in 2021, Hellmann’s covered half of Peterborough’s garbage trucks with a message to promote its food waste advocacy. Jack Astor’s and Credit union Meridian also parked food trucks in Toronto in the past.