Coca-Cola's Summer Food-Fest Truck Tour and 'Recipe for Magic' marketing campaign

This summer, Coca-Cola ^TM is bringing the delicious taste of Coca-Cola Zero Sugar to foodies across the UK as part of a new food truck tour.

Until mid-September, the fastest growing major cola brand in GB^[1], will be visiting 16 retail customer sites and sponsoring seven food festivals across the country. The truck will deliver over 500,000 samples of Coca-Cola Zero Sugar from its Food-Fest Truck to keep the brand front of mind and strengthen the tradition of the mealtime occasion with soft drinks.

A Recipe for Magic

The tour ties in with Coca-Cola’s ‘A Recipe for Magic’ marketing campaign, which is launching a new creative with Great British Bake-Off finalist and ‘The World Cook’ series judge Crystelle Pereira to shine a light on the Sunday Roast Family Tradition and Coca-Cola Zero Sugar’s role within it.

The campaign will feature in the cinema, within video-on-demand and across large out-of-home advertising locations.  This will be supported by paid social media and influencer activity, partnering with popular foodie and chef influencers including Hari Beavis and Jon Watts to deliver hyper-local British recipe content.

Rob Yeomans, vice-president, commercial development at Coca-Cola Europacific Partners (CCEP) GB, said: The ‘Meal at Home’ occasion presents a huge opportunity for retailers, as it encourages shoppers to add additional items to their basket to create a total meal solution. Research has also shown that food and drink merchandised together can double shopper engagement and increase sales by up to 32%^[2].

"This is a fantastic opportunity for us to connect with food loving consumers, working with well-known food influencers and visiting locations across the whole country to inspire consumers to try new recipes at home alongside a Coca-Cola Zero Sugar, a brand that is the most popular soft drink to accompany meals at home^[3].”

[1] Nielsen & CGA Total GB MAT val WE 20.04.24 

[2] Food pairing insights, Connecta 2023

[3] GB BEACH Data Q4 2023