Global: MorningStar Farms to activate at The Taste LA

Kellogg's veggie-based food brand, MorningStar Farms, will offer a food truck experience at culinary event, The Taste LA.

Kellogg's brand, MorningStar Farms, will run activities alongside its food truck offering at Taste LA
Kellogg's brand, MorningStar Farms, will run activities alongside its food truck offering at Taste LA

With the help of creative agency Red Tettemer O'Connell + Partners, MorningStar Farms will serve vegetable protein dishes from a branded food truck at the food and wine festival at Paramount Pictures Studios in LA, which runs from 2-4 September.

The brand will be showing episodes from its documentary series ‘The Veg Effect’, which it has created as part of the #WayToVeg campaign. Each of the five episodes documents one person’s journey to incorporating more vegetables into their diet. The programmes feature a stunt woman, butcher, hip-hopper, tap dancer and beer brewer, and aim to offer surprising and inspiring stories to encourage people to eat more veggie meals.

The food truck’s menu will include Theresa's meatballs, using MorningStar Farms Grillers Prime Veggie Burgers, roasted garlic and quinoa burgers, and Thai curry bowls.

The brand will also be offering food education through a feature titled the ‘Vegucation Game,’ where visitors can guess how much of an impact their meatless meal would have on the environment. Those who guess accurately could walk away with a series of prizes ranging from a cutting board to a ‘Way To Veg’ Handbook.

MorningStar Farms has been taking its food truck experience to a number of food festivals in the US since May.

Similar food truck experiences that have taken place recently include McDonald's McFlurry van at V Festival and Kraken Rum's black ice cream tour.

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