EXCLUSIVE: Everyone likes to joke about cops, coffee and donuts, but today Fox comedy Brooklyn Nine-Nine is literally taking the beverage and treats on the road in the City of Angels for its Emmy campaign. Set to coincide with the mailing out of ballots, the Golden Globe winning show will be out and about starting this morning with a specially wrapped food truck offering coffee, donuts and bagels to not only TV Academy members but also to members of the non-voting public. With cast member Joe Lo Truglio aboard and in service first thing today, the truck will make stops in downtown L.A., Mid-Wilshire, Century City’s Farmer’s Market, Beverly Hills and West LA throughout the day, I’ve learned. Other cast members are expected to join the truck over its run around the city until June 13. Fox’s marketing and PR team also plan to use the truck as a social media hotspot by encouraging recipients of the free coffee and treats to get their photos taken with the truck and cast members and post online.
So far this Emmy campaign season there’s been billboards galore, self-referencing bus ads from Showtime for Shameless about their category change from drama to comedy, and a Sleepy Hollow screening from Fox at Hollywood Forever as well as the usual abundance of panels and screeners. So far for B99, producer Universal TV has been behind billboards, but this isn’t the freshman show’s first food-themed Emmy event. On May 22, Fox and Universal held a “Steak-Out” block party on the latter’s backlot with more than 430 Academy members in attendance along with stars Andy Samberg, Lo Truglio, Terry Crews, Stephanie Beatriz and EPs Dan Goor and David Miner. That being said this is the first food truck it seems of this Emmy season – though it is not the first Emmy food truck ever. Last year, Netflix turned on some BBQ charm with a Freddy’s truck for House Of Cards. The on-wheels version of Frank Underwood’s favorite rib joint (actually a wrapped Rollin’ Rib BBQ) handed out free lunches to card-carrying ATAS members. Don’t know if it sealed the deal but the grub certainly didn’t hurt as HoC won three Primetime Emmys last year.
Unrelated directly to the Emmys but still on food truck point, Netflix will roll out the concept again this week in NYC for the launch of the second season of Orange Is The New Black with a Crazy Pyes Food Truck Tour. Set to run literally from June 12-15 and based on OITNB character Suzanne “Crazy Eyes” Warren, the truck will be handing out free fruit-flavored hand pies as well as chocolate and vanilla swirl ice cream cones.