Best Restaurant Social Media Campaign

With an inflated market, Taco Del Mar doesn’t have the cachet it used to, and it doesn’t have the budget to keep up with ad spends against the likes of McDonald's, Chipotle, and even Taco Time. To convey a sense of laid-back, beachy Baja, Taco Del Mar created memorable characters out of what it knows best—Mexican food. And, to reach the target audience where they live, the characters hit Facebook, Instagram, Twitter, and YouTube, while also using an out-of-the-box media strategy to buy five-second station promos for quick commercials. The social campaign was a hit, earning engagement numbers, 453% greater than previous posts. The campaign also more than doubled site traffic. In addition, store traffic showed a direct correlation to the ads, proving that if you’re a talking burrito people will fall in love with you, and then immediately eat you. Customers also spent more money per store visit and kept coming in despite the fall/winter being a time when they normally stop eating Mexican food. (We know, that’s crazy).

Contributors:

Chief Creative Officer:	Bryan Cummings
Creative Director:	Kurt Reifschneider
Associate Creative Director:	Graeme Hanson
Designer:	Claire Nellessen
Copywriter:	Saedi Hitner
Video Producer:	Matthew Perez
Senior Video Producer:	Christoper Meurer
Production Director:	Norene Sandifer
Account Manager and Managing Director of Advertising and Media:	Kelli Moles, Joe Huber
Senior Media Strategist and Media Coordinator:	Amy Howard, Nicole Lavoy

GARRIGAN LYMAN

Location: USA