There’s a new trend in entertainment marketing that I hope sticks around forever and ever: advertising through food. Everyone knows that the fastest route to an Emmy voter’s heart is through a delicious treat served out of the side of a truck.
First Chef (not a TV show, obviously, but worth including here) had a cuban sandwich “pop up,” featuring DJ Jon Favreau.
And last week Brooklyn 99 sent Joe Lo Truglio out in a truck to serve, you guessed it, donuts.
Now Orange Is the New Black has hit New York (and LA next) with their Crazy Pyes truck. While the reasoning behind this isn’t quite as obvious as the other two, I would not turn down a chocolate and vanilla swirl from Uzo Aduba (literal or euphemistic).
I fully support this new food-based trend. And it may even be more effective than regular commercials. I will mute my way through Hulu’s ads, but I would wait 20 minutes if Orphan Black wanted to sell me a taco. A note to the Hannibal marketing team, though: please skip this one. That would be a disturbing truck.