• by Danielle Oster , April 17, 2025

April 15 was Tax Day, and Westport, Connecticut-based Newman’s Own marked the occasion by sending its “Pay What You Want” food truck on the road.

Its first stop was New York City’s Bryant Park, offering items ranging from Newman's Own pizzas, salads, and cookies, to coffee and dog treats -- while informing customers their payments will help children via the Newman’s Own Foundation. The brand documented the event with a series of Instagram videos supported by a social influencer campaign, cross-posting content across both brand and influencer accounts.

Newman’s Own Foundation’s partners include organizations devoted to promoting nutritious food in schools, and supporting Indigenous food justice, as well as SeriousFun Children's Network, which focuses on creating “positive childhood experiences for kids living with serious illnesses.”

The initiative connects to the brand’s core purpose-driven identity, which dates back to its founder, the late acting legend Paul Newman, who created the company with a “give it all away” mentality.

 “We are proud to see the Pay What You Want Food Truck continuing Paul Newman's legacy of radical giving," Newman’s Own Foundation CEO Alex Amouyel said in a statement. "Whether people choose to 'pay' $1, $10, or $100 for a slice or a salad, it's in fact a donation to the Foundation and our mission, to nourish and transform the lives of children who face adversity.”

The food truck is hitting the road on a tour asking customers “How much is a slice or salad worth to you when every dollar helps kids?” -- with the goal of raising $500,000 in donations for Newman’s Own Foundation. The truck will travel along the East Coast and southern U.S. through October, with a rotating menu offering several different ways customers can help the brand reach its donation goal. The tour will reach communities in and around cities including Atlanta, Charlotte, Philadelphia, Washington D.C., and New York City.

The brand also put out a nationwide casting call for “Paul’s Pit Crew,” paying homage to Newman’s second career as a racecar driver, primarily as a member of the Bob Sharp Racing team in the Trans-Am Series. “Paul’s Pit Crew” brand ambassadors will accompany the food truck at major locations on its tour, sharing behind-the-scenes content, and testimony on the impact of the initiative, on social media. Newman’s Own called on fans to apply for the role on its website and will announce its “Paul’s Pit Crew” selections in May.

Newman’s Own first introduced the “Pay What You Want” food truck last year, with a pizza truck tour last summer across 22 locations in 10 states, culminating in a “Generosity Index” ranking the average donation for different cities.