How can creative disruption shape the future?

View Schedule

Run for your lunch: Shell food truck accepts kinetic energy payments for food

Shell food truck gets hungry customers jogging

A moment on the lips, forever on the hips is how the old mantra goes, however, the ‘power lunch’ scheme from Shell sees a food truck charge customers for their food orders in kinetic energy.

The stunt is named ‘Jump for Your Lunch’ and features kinetic tileways upon which hungry customers are urged to convert frantic footsteps into energy. The energy giant is touring the truck through New York to publisice the renewable energy technologies it is working on, from wind and solar capture, to recycled waste from coffee and cooking oil.

The activity marks a component of the #makethefuture global energy relay which has charged six bright entrepreneurs with innovating the renewables market. Malena Cutuli, global head of integrated brand communications and capability at Shell, said: “The size and complexity of the world’s energy challenge demands collaboration between and among businesses, entrepreneurs, governments, communities and citizens – it is the key to unlocking more and cleaner energy solutions.

“What better way to get people engaged in the global energy challenge than by tapping into a universal passion—food. Food trucks are now a staple of city streets all over the world, and the Synergy Truck can engage people in new energy solutions in a way that’s real and exciting. We hope it will serve a more interesting lunch experience, and one that gets the world thinking differently about how we all use energy.”

Chef Ludo Lefebvre, who served up an eco-friendly menu, added: “This just might be the world’s coolest food truck – the Synergy Truck is a clean technology kitchen on wheels that fuses great food and innovative new energy solutions - and I hope it shows people that the energy challenge is something we can all play a role in addressing.”

JWT, Edelman, Mediacom, and Picnic all delivered the campaign through experiential, social, PR, and media and social enterprise partnerships.

Below is video footage of the truck in action.

Join us, it's free.

Become a member to get access to:

  • Exclusive Content
  • Daily and specialised newsletters
  • Research and analysis

Join us, it’s free.

Want to read this article and others just like it? All you need to do is become a member of The Drum. Basic membership is quick, free and you will be able to receive daily news updates.