97 Degrees West Brands the World's Smallest Food Truck

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The world's smallest food truck branded by 97 Degrees West in Austin, Texas

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"Leveraging German precision with a Berlin inspired 'street attitude' inspired the creation of the Verts Kepab Food Smart® Car."

An Austin-based fast casual restaurant concept has begun offering mobile food services from what is conceived to be the world’s smallest custom built food truck, branded with creative that was concepted and designed by Austin advertising agency 97 Degrees West.

Based on the German built Smart® Car, the truck serves VERTS Berlin-Inspired Döner Kebaps at various Austin hotspots, festivals, events and corporate catering. 97 Degrees West has handled branding for the retail locations, marketing campaign and Smart® Car graphics.

“Our concept was to leverage German precision with a Berlin inspired “street attitude” resulting in a creative campaign that would resonate in the cluttered Austin fast casual dining market,” according to Vera Fischer, President and Founder of 97 Degrees West.” We knew we had an amazing opportunity when VERTS told us they were building the world’s smallest food truck and creatively we nailed it with the wow factor.”

Founded by Michael Heyne and Dominik Stein, German students who came to Austin at the University of Texas, VERTS is committed to introducing the favorite German street food, the Döner Kebap, to Austin. At VERTS, the Döner Kebap is founded on handmade artisan bread baked fresh daily, hand-stacked beef, lamb and chicken, traditional Turkish seasoning, and Texan inspired homemade sauces.

It was Heyne and Stein’s combined passion for German engineering and street food that lead them to concepting the world’s smallest food truck. “We knew we had to think big to be successful in the highly competitive and creative Austin market.” Michael Heyne, CEO VERTS, “So designing the world’s smallest food truck made perfect sense considering the tremendous popularity of the food truck market and Austin’s uniquely active lifestyle.”

“97 Degrees West brought a modern American perspective perfectly blended with our German aesthetic,” according Stein, “the brand and creative teams at 97 embraced our cultural nuances and melded them with their insights to create the perfect campaign.”

About 97º West
Proudly based in Austin, TX, 97 Degrees West is a fiercely independent agency, not only in ownership structure but, more importantly, from the conventional wisdoms and practices of the marketing industry. They have depth and expertise in all the traditional areas (interactive, account service, strategic planning and creative execution), but don’t confine themselves to these boxes. The agency’s strengths lie in its ability to identify a company’s core values and develop clear, precise branding and positioning that have a creative voice, which speaks to the ‘truth’ of your company. 97 Degrees West is a HUB and WBENC certified agency.


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