Born and raised in Manhattan, Ulla Johnson is a renowned New York designer known for her eponymous clothing line, founded in 1998. In addition to finding the line at your favorite online retailers like Net-a-Porter and luxury department stores like Saks Fifth Avenue, you can shop at two of her brick-and-mortar boutiques in her home state of New York. Now, she’s headed west to bless Beverly Hills with her third boutique opening – that’s where we came in.
To celebrate the brand’s LA store opening, Ulla Johnson partnered with everyone’s favorite upscale supermarket chain, Erewhon, to create a custom juice creation inspired by California’s super bloom season. While the exclusive juice blend would generate buzz, we knew we had to take this brand activation to the next level to create maximum awareness. Enter the custom E-Tuk.
Food Truck Promotions decided to take Ulla’s sips to the streets with a fully custom E-Tuk, built-in refrigerators, a Beverly Hills-inspired wrap design, and Ulla Johnson branding. The wrap even featured the address of the new boutique, 8823 Beverly Blvd, to generate awareness among attendees and those simply catching sight of the E-Tuk. Once people spotted it, they couldn’t pass up the exclusive free juice and an engaging brand experience.
Supporting the cross-country launch of a renowned designer takes a village – or maybe just an exclusive Erewhon collab and a custom Tuk-Tuk. The activation made its way around LA over a weekend, resulting in a sold-out juice in Erewhon, engagement with LA residents, and millions of impressions.