FINNEGANS is the only beer company in the world that gives 100% of its profits to hunger alleviation efforts. The FINNEGAN’S Reverse Food Truck, the world’s first reverse food truck, doesn’t make food but instead accepts food and monetary donations for the Emergency Food Shelf. From the minute it hit the streets, the truck activated social philanthropists and beer drinkers alike. We were able to create, quite literally, a live engagement vehicle for a brand that doesn’t have the resources for a media buy. From the first day the truck took its place amongst all the traditional food trucks in downtown Minneapolis, the engagement was immediate. To further promote participation, we enticed donations with a chance to win free beer for a month. It was an incredibly innovative idea that engaged consumers, activated the press and led to measurable results.

FINNEGANS was able to increase their annual charitable contribution by 22% in the first half of the year. In the first six months of the Reverse Food Truck it helped provide over 42,000 meals to people in need.

Local and national news outlets (CNN, NPR, Huffington Post, Good Morning America, Yahoo News) and 177 other news outlets picked up the story. 328,105,689 earned impressions directly related to the Reverse Food Truck.

During the initial media pickup (March 17-30) FINNEGANS website visits increased 547% over the same time period last year.

FINNEGANS received inquiries from food banks and church groups around North America asking for permission to replicate the Reverse Food Truck experience. In response, we created an online guide and open sourced all the graphics to make it easy to steal our idea. Reverse Food Trucks have been launched in Dallas, Sacramento, Ottawa, New York City, and Memphis so far.