The brief
The Tandoori Masala campaign followed an earlier Raya Nasi Biryani activation. This second activation focused on product trial and direct consumer engagement, giving people an opportunity to taste the food and ask questions about the product.
For a food brand, a sampling roadshow creates a practical point of contact: people can encounter the packaging, try the flavour and share their reactions with the on-ground team in the same visit.
The event truck setup
The campaign used a 10ft non-LED truck with Shan branding. Truck rental and branding were combined with live cooking demonstrations and food sampling, making the product experience the focus of the activation.
The supplied project photograph shows a red branded truck, a serving opening, a front product display and two team members in aprons. The setup placed the product range beside the demonstration and sampling area.
The roadshow experience
Live cooking and sampling let consumers experience Tandoori Masala as part of a prepared dish. The on-ground conversations also gave the campaign team a chance to hear what visitors thought of the flavour and where they expected to find the product.
The project team reported positive feedback from different audiences, repeat tasters and expressions of purchase interest. Visitors also shared comments about flavour preferences and supermarket availability. These observations describe consumer responses, rather than confirmed purchases.
What the campaign team reported
The project summary reports approximately 150–250 samples distributed per day. That daily range is a team-reported figure; it is not a verified campaign total or a count of unique participants.
The case shows how a compact event truck can bring branding, live product demonstration and direct feedback together during a food sampling roadshow. For this activation, the useful evidence is the reported sampling activity and the specific questions and reactions heard by the team.
Campaign questions
Which truck was used for the Shan sampling roadshow?
The campaign used a branded 10ft non-LED event truck for live cooking demonstrations and food sampling.
How long did the roadshow run?
The project team describes a two-week activation across selected locations in Malaysia.
What feedback did consumers share?
The team reported feedback on flavour preferences and supermarket availability, alongside repeat tasting and expressions of purchase interest. These are qualitative observations, not measured sales results.