U.S. Chamber of Commerce Foundation: Food Truck Nation
In 2018, the U.S. Chamber of Commerce Foundation — the non-profit arm of the U.S. Chamber of Commerce — was preparing to release its Food Truck Nation report, the most comprehensive study ever conducted on local food truck regulations. The report was chock full of regulatory information, city rankings, and data analysis, laying out the state of play for U.S. food entrepreneurs.
DEVELOPMENT & DESIGN
MarCom Strategy and Outreach
REPORT LAYOUT & PRINT DESIGN
In cities across the country, food trucks have been leading a culinary revolution. Offering bites of different cuisines and cultures through an innovative delivery mechanism, food trucks represent a diverse set of small business owners who have created a $2.7 billion industry. Despite this growth, onerous rules and regulations present significant roadblocks to the success of these entrepreneurs — putting the industry at risk.
The U.S. Chamber of Commerce Foundation, in partnership with the National Food Truck Association, looked at the hurdles faced by food truck owners and operators and offered a city-by-city ranking of regulatory “friendliness” to these businesses. With several different measurements for each of the 20 cities in the report, there was a risk of data overload. The challenge was telling the story of this data in an accessible, locally-compelling manner.
The 2018 Food Truck Nation print report
The design of both the print report and the digital story underscored the serious regulatory burden faced by food truck owners and operators in a fun and upbeat tone. The visual elements drew inspiration from art deco maps and neon food signs, creating an aesthetic that felt both modern and nostalgic. While the report and digital story incorporated both illustrations and food truck photography, the hero image was a custom-designed map of the report’s cities incorporating regional scenes and cuisines. For the digital story, this map became interactive, personalizing and localizing each city’s data for users.
LGND also developed and executed a custom, product-based communications and marketing campaign designed to highlight the report’s findings and ensure visibility across a variety of media markets. In partnership with the Chamber Foundation’s team, LGND executed a multi-week earned media push across 20 markets, culminating in over 80 placements in regional and national outlets.