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Work

Abuelita’s Food Truck

Proving Toyota’s Dependability Through Tradition

Family recipes passed through generations carry the same qualities of the Toyota brand: dependability, consistency and something a community can rally around.

Abuelita’s Food Truck turned the Toyota Tundra into a real-world platform that allows tradition to travel, scale, and stay alive, showing how a truck can serve a community beyond utility, through meaning.

The results exceeded expectations. The campaign generated 51 million impressions, coming in 8% over goal, alongside 6.5 million video views and more than 107,000 engagements.

51

Million Impressions

6.5

Million Views

Abuelita’s Food Truck

Proving Toyota’s Dependability Through Tradition

Other Work