It had been nearly a decade since its last launch, and Tundra was out of sight, out of mind. Its key competitors dominated the full-size pickup segment. Toyota needed to make a head-snapping statement and reveal the all-new Tundra to create buzz, spark interest, and maintain feelings of anticipation toward the launch.

The goal was to develop an epic and engaging execution leading up to the all-new Tundra launch and change perceptions of current-generation Tundra. Those current perceptions or enemies were that Tundra was “too pretty” and “not as powerful.” With its all-new design and superpowers—top-of-the-line towing capabilities, incredible payload, premiumness, fierce exterior, and interior styling—Tundra needed to make an impressive debut with its powerful, most capable, and most advanced body-on-frame truck ever.

We all stand in awe of objects that are larger than life, like that largest pumpkin ever grown or a cabbage the size of three men. Imagine all of these unique expressions of nature’s greatness together in one place. Meet the Impossible Farmers Market, the largest collection of giant produce ever displayed in America brought in from the farms to the city in a single journey by the powerful new Tundra. Visitors got a firsthand look at the Tundra and its co-stars: a 2,000 lb pumpkin, 600 lb squashes, 300 lb watermelons, and more of the largest vegetables produced in America by growers and farmers throughout the country. The truck's towing capacity was on full display as it hauled items that no one would ever expect. The activation took place at the iconic Dallas Farmers Market and was amplified nationally online, proving how Tundra's power can make the impossible possible.

To learn more about Hispanic truck owners' and intenders’ expectations for their trucks, how they use them, and their opinions of top competitors, we undertook a year-long exploratory research process. Through focus groups, interviews, and quantitative surveys, we learned that Hispanics did not see the Toyota Tundra as a truck that fully represented their desire for a truck with the power and towing capabilities to keep up with their everyday activities, both for work and leisure. We needed to do something big to prove to people that this truck was made to enhance their work, while creating buzz in the local community and online.

We brought something that only an extraordinary truck could do: tow the largest collection of giant produce ever displayed in America in a single journey to demonstrate, once and for all, how Tundra’s power and towing capabilities can make the seemingly impossible possible.We created a show-stopper display at the Dallas Farmers Market, transcending a local activation to a national online campaign revealing the new Tundra to Hispanic audiences and truck enthusiasts from October through December. We used paid media to amplify the effort across Facebook, Instagram, and Twitter to deliver reach, drive awareness, and create buzz of the reveal. The plan included a concentrated effort that delivered nearly 1MM views in less than two weeks for the new Tundra and contributed over 70% of total campaign impressions and views. A combination of interest targeting, video retargeting, conquesting, and handraiser targeting was used to reveal the new Tundra among truck enthusiasts.

Tundra’s showcase at the Dallas Farmers Market complemented paid social media efforts and was essential in delivering over 8.4MM impressions, 95K engagements, and 1MM video views for the reveal. The campaign garnered over 56K visits to Tundra’s “Upcoming Vehicle Page,” resulting in a 269% site traffic increase vs. pre-reveal.

The local community was awed by the sight of the giant produce juxtaposed against the powerful all-new Tundra. Conversations at the debut were overwhelmingly positive. On-site brand ambassadors were frequently asked about specs and availability, and truck enthusiasts flooded chats and social accounts with positive sentiments.

At its conclusion, the Impossible Farmers Market was dismantled, and all produce donated to local farmers as food for farm animals and composted into fertilizer for future crops. Toyota also matched the impressive haul with a donation to a West Dallas community as part of its initiative to support families in food desert areas.