• by Sara Guaglione , September 19, 2018

Hearst-owned food brand Delish is partnering with kitchen appliance company Krups on a customized food truck, which will give out free coffee and treats to New Yorkers.

The food truck, a product of Krups’ media agency, Wavemaker, will travel around New York City starting today, serving coffee from Krups’ coffee makers and snacks created by the Delish team.

Delish and Krups' branded food truck will make stops at three areas in the next three days: 8th and Broadway, Hearst Tower and Union Square Park, from 11:30 a.m. – 3:30 p.m. Free coffee and small bites will be available on a first-come, first-served basis.

“We are operating in a competitive marketplace where consumers’ expectations of brands has opened up new avenues to push the boundaries with nontraditional media formats,” stated Tara Cioffi, managing partner of client leadership at Wavemaker.

The idea is live content marketing increases brand awareness and attracts new audiences.

Delish’s Instagram account will show viewers when the truck stops at each location.

The customized food truck is part of a broader advertising partnership between Krups and several Hearst Digital Media brands, including Delish, Esquire, Good Housekeeping, Men's Health, Woman's Day and Women's Health.

Hearst is producing custom videos with influencers and personalities in the food industry for Krups, as well as custom recipe videos, Instagram content and more.

For example, Delish recipes for “Boozy Java Floats” and “Coffee Glazed Bacon” feature a Krups coffee maker, as does a Good Housekeepingvideofeaturing chef Dina Manganaris.

The Economisthas previously hit the New York streets with a self-branded food truck, giving out treats and offering subscription deals to passersby.