Partnering with Hirschfeld, the brand transformed the idea into a fully operational national program. Consulting on execution strategy, the Hirschfeld Team built multiple custom Airstream units, and coordinated all asset logistics across multiple markets.

On-site tour managers prepared Belgian fries and Roy Choi-inspired sauces, while collaboration with brand, mobile asset, and regional teams ensured each footprint was tailored for maximum consumer impact.

The response was immediate. The Frites Airstreams became the most requested asset in 2022, driven by strong consumer sentiment. In 2023, momentum literally doubled as the program expanded and executed twice as many events as the prior year.