Work

Gap | 1969 Pico de Gap

Never underestimate the power of taco trucks to change the world — or at least the minds of fickle, fashionable millennials.

Gap approached us to help them drive consideration and trial of the 1969 denim line among millennials and trendsetting consumers heading into the key Fall fashion season. Our target audience had a preconceived notion of Gap’s design sensibility. We needed to intercept them at their local summer hang-outs in an unexpected, culturally relevant way that would challenge perceptions in a uniquely Gap 1969 way. 

We rolled out Pico de Gap, a fusion of food and fashion in the form of  vintage-inspired taco trucks that operated in key markets over three months. The program plugged Gap into the food truck craze and celebrated the brand’s newly established denim design studios in Los Angeles. For $1.69, a consumer could purchase two tacos and a beverage, accompanied by an in-store offer. Menus were created by up-and-coming chefs in deals negotiated by the agency. Additionally, PR opportunities were leveraged in every market — Extra, Good Day LA, celebrity photos, TV appearances and tweets.

Work + News

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