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We were named Taco Bueno's AOR after an agency review in July of 2017. In order to grow the regional restaurant chain, we would need to get the word out that only Bueno is Bueno.
In the Southwest, people love Tex-Mex. In fact, you could say they are obsessed with it. They load up their social feeds with shots of gooey queso, fajita tacos and post weird shit about their pure obsession with Taco Bueno. To engage more fans, we created a campaign that invites and starts new conversations about Bueno and gives the brand a unique personality. The #LetsTalkTexMex campaign consists of online video, banner ads, digital outdoor, in-store and of course, lots and lots of social.
In order to grow Taco Bueno, a regional Tex-Mex QSR, we leveraged loyalists’ obsession with Tex-Mex and provided a platform for them to talk about the food they love. The #LetsTalkTexMex campaign put the spotlight on “Buenoheads” by turning their tweets into online videos, Taco Bueno social and digital ads. We scoured social feeds daily for interesting, Tex-Mex obsessed content and kept the conversation going on Twitter, Facebook and Instagram.