Gap Pitches 1969 Denim with $1.69 Tacos and Vintage Food Trucks


Gap promised that its new global branding campaign would bring an extra treat to U.S. fans — food trucks serving tacos in a handful of markets.

The event marketing, dubbed Pico de Gap, kicked off Monday in Los Angeles with chef Marcel Vigneron from Bravo’s Top Chef (and now SyFy), with celeb guests including Jennifer Love Hewitt, Nikki Reed and Sarah Silverman.

Starting Friday, three other vintage food trucks will be popping up in downtown neighborhoods, music festivals and other gatherings in San Francisco (with another Top Chef alum, Ryan Scott, on-board), New York (food writer Katie Lee, another Top Chef vet as host of the first season of Top Chef Masters) and Chicago (chef Rick Gresh).[more]

Running through Sept. 30th, the Pico de Gap trucks can be followed on Gap’s Facebook events tab, and on a dedicated Twitter feed with local feeds: @PicodeGapLA, @PicodeGapSF, @PicodeGapNY and @PicodeGapChi.

The deal: the trucks are selling two tacos and a drink for $1.69, referring to the Gap 1969 premium denim collection, and offering $20 vouchers (“golden tickets”) toward a Gap denim purchase. The tacos are free for customers who show up with a same-day receipt of a purchase of Gap 1969 denim item.

While not everyone’s impressed, Silverman seemed uncharacteristically cheery to check out the LA launch:

Update: see the food truck campaign in action in Gap’s video below: