up front

“It's like a mobile billboard on steriods.”
— Michael Chamberlin, EVP/director of client services for marketing firm BBDO San Francisco, which created a promotion for a Lake Tahoe ski resort that uses a food truck that passes out snow cones to publicize the resort. It's an example of an increasing use of popular food trucks as an advertising medium for products and services beyond just the truck's offerings. (from the New York Times, Nov. 30, 2010)