LOS ANGELES – Brands use all kinds of gimmicks to promote their new products, but Hillshire Snacking has taken it to another level with its “World’s Fanciest Vending Machine,” Marketing Daily reports. For its video campaign to promote the launch of its line of Small Plates snack packs, Hillshire Snacking created a vending machine in which a butler stood ready to serve customers.

The promo took place at Los Angeles’ Venice Beach boardwalk. A maître d’ wearing a tux stood guard in front of the giant machine, which was roped off with velvet stanchions. The maître d’ chided patrons that they needed dressier attire to partake of the packaged snacks, insisting that they don jackets, top hats, ties and gloves.

The subsequent video has 90-second, 30-second and 15-second versions, which Hillshire Snacking is using online and via Facebook and Instagram pages. A Fanciest Vending Machine YouTube host page also shows the clips.

Earlier this year, Tyson Foods debuted Hillshire Snacking under its Hillshire Farm brand to offer a high-protein, upscale, on-the-go snacking line. The brand has frequently targeted social media with “Snack Theater” and “Snack Week” videos.