Grillo's Pickles - Mobile Billboard Advertising
Summary
Grillo’s Pickles is back live with Movia, building on the success of their debut campaign with Mobile Billboards. Their initial campaign produced astounding results, with a 40% increase in sales in LA and a TikTok video that went viral with over 275K+ likes and 4M+ earned online impressions. Utilizing the power of vehicles making deliveries to grocery stores, convenient stores, and bars & restaurants to reach Pickle fanatics when and where they were making Pickle purchases. After such massive success in 2023, their 2024 campaign included going live back in LA and adding Boston, Philly, and Tampa with 25 trucks spread out between the markets. Grillo’s brought their A-game, amping up the messaging with “Honk if you Love Pickles,” which sent horns into overdrive in all four markets. Drivers were inundated with people asking for samples and trying to direct the trucks for backyard BBQ deliveries of the finest Pickles on the planet. You can’t count yourself as a true Pickle connoisseur until you’ve got Grillo’s in your fridge!
Number of
mobile billboards
Project Scope
Results
after 2 years
Location
Website
Movia Grillo's Pickles Truck Ads Case Study
About Grillo's Pickles
Grillo's Pickles began simply with a pickle cart, just a small wooden stand in downtown Boston, where Travis Grillo and his friends would sell two spears for one dollar. Travis made the pickles by night using his family's 100-year old recipe - one he'd memorized from making pickles every summer as a kid. Then, in the morning, Travis would bike to the Boston Common and set up the cart with his buddies. Theyʼd hang out all day, urging people to try the simple Grillo family pickle. It was a small business, but Travis worked hard for it. He made more pickles, biked more miles, and slept less hours than he ever had before. Before he knew it, Whole Foods Markets and the Boston Red Sox asked to feature the pickles. Others promptly followed. Today, Grilloʼs Pickles are available in grocery stores across the country.
