To help drive consumer awareness, increase store traffic and create buzz in new and underperforming markets, The Brand Amp was asked to develop a sustainable and adaptive marketing platform that could be used in both current and potential new store markets across the US. The activation needed to both integrate and expand Grocery Outlet’s successful Bargain Bliss and 75th Anniversary campaigns.

As a spin-off on a traditional children’s ice cream truck, the Grocery Outlet Bliss Bus was designed as a creative mobile marketing vehicle, seeking to drive new customers to the surrounding Grocery Outlet stores in the Los Angeles and SoCal area. The Bliss Bus was deployed to local community hot spots, events and businesses to serve free ice cream, coffee, coupons, branded giveaways and more.

Consumers experienced “Bargain Bliss” as they enjoyed the bus with Grocery Outlet themed music and traditional ice cream jingles, along with the free giveaways. With 93 stops over the course of eight weeks, The Bliss Bus was seen by millions as it traveled around to seven different cities and served almost 5,000 customers. In addition, the activation has been green lighted to serve in expansion markets and communities across the US in 2022.