Delivery Grand Prix

Driving a mobile grocery delivery brand activation at a local football stadium with a spirited fan base

Date
October 2022

Location
Austin FC Q2 Stadium

Scope
Branding, Experiential, Print

Role
Art Director

Background

Famed Texas grocery chain H-E-B teamed up with the popular food delivery app Favor to create an activation showcasing their new one-hour alcohol delivery service exclusively offered by H-E-B stores via the Favor app. This activation took place onsite at Austin FC’s still new Q2 Stadium for the the fall 2022 MLS season. In order to stand out among the other football-focused brand activations, we decided to go beyond the obvious theme and focused on how we could build in the narrative of this collaboration in an interactive and surprising way.

We landed on a novel idea to transform a miniature (toy) handheld grocery basket into a remote controlled go-kart. This idea put guests in the driver’s seat while also guiding them through H-E-B and Favor’s five-step mobile delivery process, as they raced other drivers over a custom track and obstacle course. The go-kart carried various alcoholic beverages and emphasized the alcohol delivery aspect of the offer, while the five steps (or checkpoints) reinforced the simplicity of Favor’s delivery tracking feature. The obstacles were included to make things more exciting and competitive.

I spearheaded the early RC go-kart build and track concepts, along with the final activation lockup and supporting print graphics. We came up with the RC go-kart concept before we named it, so the branding went through a few iterations before narrowing it down. The biggest obstacle was sourcing an RC car that could tick several boxes. Our ideal car would come with an intuitive controller, a chassis equipped with some additional torque (for the added weight), and a tight turn radius, for maneuvering across the lean 10x20 ft activation footprint.

Our friends at Art Seen Alliance came in clutch by bringing our custom track to life, while also crafting all of the final RC go-karts to spec.