Amazon is betting that the fastest way to advertisers’ hearts is through their stomachs.
The ecommerce and streaming giant is bringing pastrami sandwiches and black-and-white cookies to the upfronts on behalf of its award-winning original series The Marvelous Mrs. Maisel. While Amazon doesn’t have an upfronts presentation of its own, it will crash major broadcasters’ own presentations by parking a branded food truck outside the venues of major presentations today, tomorrow and Wednesday, the company said.
The food truck, dubbed The Marvelous Maisel-Mobile Deli, is a portable revival of a December pop-up where Amazon created a replica of the famous (and now defunct) Carnegie Deli for a week to promote the show’s second season.
The food truck will serve two sandwiches named after characters from the program, including “The Midge Maisel” Sandwich (pastrami, salami, coleslaw, and special sauce on rye). The truck will also serve vintage soda brands and black-and-white cookies.
“We’re delighted to bring The Marvelous Mrs. Maisel Carnegie Deli back to NYC, but this time, on wheels. We figured that New Yorkers and those attending the upfronts could use a good meal,” Mike Benson, Amazon Prime Video’s head of marketing, said in a statement. “What better way to enjoy springtime in New York and the upcoming broadcast season than with a pastrami on rye, a classic soda and a good black-and-white cookie?”
As with the Carnegie Deli recreation, the food truck is a collaboration between Amazon and the creative production company Tool of North America.
This morning, the truck will be parked outside 51st Street and 6th Avenue in New York, outside where NBCUniversal is hosting its Upfronts presentation. The truck’s location can be tracked at this site, which Amazon said will be updated throughout the week.