Toyota Culinary Festivals
Objective
Integrate Toyota in the culinary event space as a partner that authentically showcases key vehicles and vehicle features while providing consumers a focal point that generates awareness, interest, and engagement. Partner with festival properties where culinary experiences are the primary focus and content. Drive consumer interaction with the Toyota brand, collect consumer data, and reach priority targets including millennials, women and multi-cultural. Engage attendees by aligning with a vibrant, culinary focused, and interactive program.
Strategy
Develop an experiential marketing program that seamlessly connects attendees of culinary events to the Toyota brand. Execute sponsorship deliverables at culinary festivals such as Austin Food + Wine, Music City Food + Wine, New York City Wine + Food, and Charleston Wine + Food. Curate intentional activations for Toyota through high end premium giveaways, unique vehicle experiences, and interactive elements.
Result
From 2017 to 2022, successful execution of the program drove sustained brand awareness for Toyota. REACH is proud to have delivered impactful impressions and meaningful engagements in this vertical, helping to strengthen Toyota’s presence and connection with consumers in the culinary space.
