SOURCE: Outdoor Advertising Systems, LLC

June 29, 2005 07:46 ET

Who Likes Lunch Trucks? The Coca-Cola Company

HOLLYWOOD, CA -- (MARKET WIRE) -- June 29, 2005 -- This year, Coca-Cola cheered on its sponsored Soccer team with advertising declaring “Vive Sabor del Gol,” aimed at the male Latino population. The four-month campaign (February to May 2005) included “Starcom MediaVest Group’s Coca-Cola City in New York” mobile billboard campaign on nearly 500 catering trucks throughout California, Florida, Illinois and Texas, thanks to OUTDOOR ADVERTISING SYSTEMS’ Nationwide Advertising Network of Lunch Truck Advertising, the only one of its kind in North America. Scot C. Taylor, CEO of OAS (LLC), said the news was confidential until completed.

In addition to Coca-Cola, MoneyGram, Frito-Lay and Stanley Tools (among other notables) had exclusive leases to reach workers where they work -- on-site. Since their humble beginnings in 2000, OAS slowly but surely has executed and validated their medium of advertising on lunch trucks by focusing on securing long-term leases on their catering truck properties and securing national advertisers and their agencies.

"OAS’s participating food vendor trucks average 25 stops per day, serving breakfast, lunch and dinner to over 1.7 million people per day, and securing 19 million general impressions a day," says Mr. Taylor. “We have a staggering inventory of over 6,800 billboards nationwide that provide ample inventory for everyone to use in their media arsenal. Advertisers from Verizon to Nextel to Bank of America have found their niche to reach deep into the Latino working population.”

OAS has ad contracts with 3,500 lunch truck vehicles in the United States, with California, Florida and Texas boasting the most advertising. Says Taylor, “We can target anyone in the working class, regardless of race, but currently we are seeing most campaigns targeting Latin males and females, aged 18–45.”

With 2005 annual sales of over $2,000,000, OAS’s client base boasts automotive, entertainment, pharmaceutical, telecommunications and food and beverage companies. OAS's exclusive leases with lunch truck and commissary owners provided Stanley Tools, Gatorade and H & R Block with four-color, high-impact Flexcon signage. At eye level, these signs ranged from 30-inch by 60-inch for serving-side and tailgate billboards to 15-foot broadside. Taylor even says, "We have fully wrapped lunch trucks. I call it the 'wow-factor' bus-size full wraps, getting branding exposure where billboards and other traditional outdoor mediums are normally prohibited by law.

Sparklett’s, Kraft Foods and Oracle seized the opportunity to give away free samples and coupons, either on “take-one” displays or distributed by truck operators.

A suggested minimum campaign is three months, with full wraps on a month-to-month basis. Leafleting, available with or without signage, can be implemented immediately, whereas sampling and take-one campaigns, as well as just general signage, can be implemented within 30 days. From art creation to submission, a full-wrap lunch truck may take 60 days. OAS now serves the United States, but will soon be branching out into Australia, Canada and England.

For more information, surf the World Wide Web at For interviews or purchases, contact Scot C.Taylor by telephone at (949) 770-0403, fax (949) 770-7471 or email:

Contact Information

  • Contact:
    Scot C. Taylor
    T: (949) 770-0403
    F: (949) 770-7471
    email: Email Contact