• New York Times, Monday, November 29, 2010 11:15 AM

Pairing a brand's message with, of all things, a food truck has been increasingly employed in recent months, with major advertisers using trucks as rolling sandwich boards while advertising agencies issue the call to independent food truck operators to participate in brand-sponsored events.

Food trucks selling things like falafels and waffles have grown in popularity in cities like New York, Los Angeles and San Francisco, and advertisers now see them as a vehicle for delivering their message directly to consumers.

"All the companies that are involved in this understand the power of this guerrilla-type marketing, being on the street, being very hands-on with the consumer that's walking around," said Beth Lawrence, the chief marketing officer of La Cense Beef, whose La Cense Beef Burger Truck has been used in many events in Manhattan since the summer.

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