Diageo selected local food trunk vendors in New York, Chicago, Houston and Miami, paired them with artists of Hispanic descent who will revitalize their trucks with murals celebrating the heritage and story of the vendor.
For an idea of how this will work, consider Queens, New York, where Johnnie Walker will honor the boundary-pushing and inspiring story of a 20-year-old Ecuadorian-owned community staple, Mike’s Express food truck.
Maggie Morales, the owner of Mike’s, has carved her own path as a proud Latina woman serving her community through food. Maggie lost her beloved husband Jorge in 2020 but has continued their family business on her own, persevering within the hospitality industry thanks to the support of friends and family.
Diageo paired Maggie with global artist and activist Magda Love, whose vibrant paintings and murals inspire people to recognize the value in shared personal experiences and emotional connectivity. Magda created a mural speaking to the Morales family’s decades of service to their long-time customers, and captured Maggie’s big heart, warm energy and fighting spirit.
The truck’s vivid hues include brightly colored flowers and foliage native to Ecuador, a big blue night sky sparkling with stars, and butterflies symbolizing Maggie’s transformation into a leader in her community and a voice for change.