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But even shoppers in the mall who didn’t venture into the semi were made curious by the colorful appliances used as merchandising throughout the store. Shoppers in the appliance section found not only a product display but color chips with which to buy linens and dishes that matched the appliances. Consumers bought multiple Hamilton Beach appliances and tons of other merchandise. No wonder retailers asked for the tour to be repeated and supported it with their own advertising dollars, funding radio remotes in the parking lot and more.

LSB’s solution was a mobile marketing tour that retailers loved and that drove customers right to the cash register to buy. Fueled by the insight that people wanted to remodel their kitchens but couldn’t afford the cost or hassle, LSB created what was essentially a shopper marketing program: A semi that travelled the Eastern Seaboard, showcasing the new appliances as a moving billboard on the highways and mall parking lots outside retailers who stocked the appliances. Mall visitors couldn’t help but be drawn to the promise made by the truck’s graphics: Does for kitchens what lingerie does for bedrooms. Consumers were invited inside the truck to visit with interior designers showcasing (with built in kitchens) how to transform their kitchen starting with the brand’s colorful appliances.

Hamilton Beach—the venerable brand of countertop appliances long sold at big boxes—wanted to break into department stores with a line of higher-end/higher-margin products called eclectrics. With a modest launch budget, significant traditional advertising was not an option.