Guerrilla marketing was created by marketing expert Jay Conrad Levinson in 1984. Guerrilla marketing throws out the rule book used in traditional advertising. For example, using graffiti to advertise is a form of guerrilla marketing. Instead of creating an integrated advertising strategy, it focuses on a specific demographic group, usually by using edgy, creative stunts and placing ads and messages in unexpected places.

This type of marketing campaigns are a great way for food truck operators to grab attention with a minimal amount of financial investment. One of the most important characteristics of guerrilla marketing objectives is the creative execution of the advertising message. The principles of guerilla marketing are based on timing and imagination. The campaigns are developed on unconventional and often unexpected promotions.

Guerrilla marketing has some pros and cons. Consider both before choosing to move forward with a campaign.

Pros And Cons Of Guerrilla Marketing


  • Not expensive to execute. Whether using a simple stencil or a giant sticker, guerrilla marketing is much cheaper than classic advertising.
  • Requires creative thinking. With guerrilla marketing, imagination is more important than budget.
  • Grows with word of mouth. Guerrilla marketing relies heavily on word of mouth marketing, considered by many one of the most powerful weapons in a marketer’s arsenal. There’s nothing better than getting people to talk about your food truck on their own.
  • Publicity can go viral. Some unique guerrilla marketing campaigns will get picked up by local (and even national) news sources.


  • Authority issues. Some forms of this marketing, such as unauthorized street graffiti, can result in tension with local authorities.
  • Unpredicted obstacles. These marketing tactics can be susceptible to bad weather and timing which can easily undermine an entire campaign.

As you drive around town, look at your surroundings and try to pick out the setting for your campaign. Stairs, benches, and street corners could become your marketing masterpiece.


  • Money Stamping: Grab a stamper from your local office supply store and stamp a funny phrase along with your website address on it.
  • Reverse Graffiti: Reverse graffiti is when, instead of adding to a surface, you remove dirt and grime from a street or wall to create an all-natural marking message. Just put a stencil on a sidewalk and then wash the uncovered spaces.
  • Sticker Marketing: Stick Your Food Truck Brand Everywhere

Think about something that might suit your food truck business. You don’t need to be a marketing professional to succeed with this marketing tactic. It’s all about having fun. So, give your staff some examples, ask for their ideas, and try something new. There’s no doubt that guerrilla marketing can provide fantastic results for your food truck, but it will only work for businesses who aren’t afraid of risk-taking.

Do you have any favorite examples of guerrilla marketing you’ve seen from other food trucks? Share your thoughts in the comments below or on social media Facebook | Twitter