The project to redesign the graphics on Goya Foods truck fleet gave ASGP LLC. the opportunity to communicate “The Goya Experience” on a rolling advertisement with each truck displaying a selection of products reflecting distinctly regional flavors and tastes as the trucks move through every major market. The design approach was to communicate the strong market presence Goya enjoys within the diverisfied latino and anglo markets. The radical cropping creates a dynamic and quickly recognizable visual when seen on passing trucks. The graphics which are applied across a wide range of truck sizes and configurations take into consideration the addition of a replaceable graphic advertising special seasonal and cultural promotions. The new graphics received special regonition in Digital Output Magazine with a two page spread acknowledging the on-target, highly visable and impactful graphic design.