Experiential Marketingwith BFT

Grindin Coffee by Pharrell Williams + Pusha T

When Pharrell Williams and Pusha T launched Grindin Coffee, they wanted to introduce the new brand in a way that felt just as original as the name behind it. So what better way to hit the streets of New York than with a fully branded coffee truck?

BFT helped bring Grindin Coffee to life on the streets of NYC with a custom wrapped mobile coffee experience built to serve serious volume. Through Grindin’s partnership with legendary Italian coffee brand Lavazza, the truck was outfitted with professional coffee equipment and staffed with a team of experienced baristas ready to keep New Yorkers caffeinated throughout the five day tour.

From Midtown and SoHo to Brooklyn, the West Village and Harlem, the Grindin truck popped up in some of the city’s busiest neighborhoods, serving everything on the menu for just $1.60. The lineup included classics like espresso, cappuccino and lattes alongside signature drinks like P’s Way, an iced cold brew, T’s Way, a hot black espresso, and the Patty Cake, a caramel latte topped with marshmallow foam. Guests could also pick up bags of Grindin’s dark and medium roast coffee along with branded merchandise.

The $1.60 menu quickly gave New Yorkers a reason to stop, but the experience gave them a reason to stick around. The truck became a moving introduction to the new brand, putting the product directly into people’s hands while creating the kind of organic street level buzz that is hard to replicate with traditional advertising.

For five days, BFT handled the moving pieces behind the activation, helping Grindin Coffee take its launch beyond a traditional pop up and turn New York City into its storefront.

New brand. Five days. Five iconic NYC neighborhoods. One seriously good cup of coffee.

The Laughing Cow Wedgemobile Tour

When The Laughing Cow took its iconic wedge on the road, BFT helped make sure thousands of cheese lovers across the country got a taste.

The Wedgemobile tour brought The Laughing Cow to Minneapolis, Bentonville and Nashville with playful popups built around sampling, brand interaction and, of course, plenty of cheese. Behind the scenes, BFT managed the food preparation and catering logistics needed to keep each activation running smoothly from city to city.

Our team coordinated menus, sourced ingredients and equipment, managed local food preparation, and provided the experienced staff needed to execute each event. With more than 10,000 samples being prepared and served across multiple cities, careful planning was essential. BFT also worked through the local health and permitting requirements in each market to ensure food was prepared, transported and served safely and compliantly.

The menu went beyond simply handing out cheese wedges. Guests sampled handmade pinwheel bites featuring The Laughing Cow Garlic & Herb cheese, along with a zesty elote dip made with The Laughing Cow Light cheese. Each recipe required its own ingredients, preparation process, equipment and service plan, all coordinated across three different markets.

The activation is also a great example of what BFT can bring to an experiential campaign beyond a traditional food truck. With a nationwide network of mobile food vendors, chefs, kitchens and event professionals, we can build the food service component around the needs of the activation itself. Sometimes that means a fully branded mobile kitchen. Other times, it means providing the behind the scenes crew to develop menus, source ingredients, secure equipment, coordinate food preparation and staff an onsite popup.

Big truck or small popup, one city or a multi city tour, BFT connects the right people, equipment and food service infrastructure to make it happen.

Three cities. More than 10,000 samples. One very happy cow. 🐄🧀

Let’s F#cking Date with Serena Kerrigan

When Serena Kerrigan brought Let’s F#cking Date from screens, card games and sold out live shows to her first book, she wanted to celebrate the launch by putting it directly into the hands of the community that helped build the brand.

BFT helped Serena take over SoHo for a one day New York City pop up celebrating the release of Let’s F#cking Date, her new dating book built around confidence, knowing your worth and refusing to settle. Known to her fans as SFK, Serena has built a community of more than one million people around her candid and hilarious take on modern dating, relationships and self confidence.

For the activation, 1,000 signed copies of the book were handed out free to fans, giving people the chance to meet Serena and get their hands on a copy while celebrating the launch right in the heart of SoHo.

And because New York decided to serve up an unusually hot fall day, BFT brought something else to the party: free soft serve ice cream. Served from the truck in custom red branded cups with matching spoons, the ice cream became the perfect addition to the activation and another fun way to bring the bold red Let’s F#cking Date branding to life.

Nail polish icon essie joined the activation as a promotional partner, adding another recognizable name to the event while keeping Serena, her fans and the book at the center of the experience. Essie’s own brand philosophy centers heavily around color and self expression, making it a natural fit for an activation built around confidence.

The result was exactly what a great book launch should feel like: personal, fun and a little unexpected. Fans left with a signed copy, a sweet treat and a chance to celebrate with the woman behind the brand they had already been following for years.

1,000 signed books. Free soft serve. One very hot day in SoHo. No settling required.