We create a special food truck to place it on 5 different food markets in Berlin between April and May 2015. Runners can trade kilometres for raw food and drinks by showing their last run on the display oft her mobile phones tot he counter. A spechla digital kilometre board shows how many kilometres the treats cost. It works like a menu card. Wipeable chalk lines mark the running routes around the food markets. They correspond with kilometres and treats on the board.

Lisa Müller from rawfreestyle.com provides delicious raw cake (2 KM), smoothies (3 KM), chia puddings (4 KM), granola (5 KM) wraps (6 KM) and many more treats. The activation supported girls to get ready for the Nike Women’s 10 KM run at the 20th of June 2015 in Berlin.

We wanted to use different on- and offline channels to create attention fort he food truck. With wild postings in the neighbourhoods of the food markets. On the Facebook page of Nike Running Deutsch, using GIFs, which explain the mechanism. On the Facebook pages of the markets and on different Berlin blogs like:

_CEECEE.CC

_STILINBERLIN.DE

_FINDINGBERLIN.COM

_BERLINFOODSTORIES.COM

The food truck events took place in April and May 2015.

We reached our target of 10.000 sign ups for the race in June 2015.

In total 100.000 kilometres we traded in for raw food at on of our food truck events.