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Mucho Burrito is a franchise organization with over 100 locations across North America and in the UK owned by the MTY Group which is traded on the TSX. They offer fresh Mexican Grill prepared the traditional way.
Mucho Burrito had been running Cinco de Mayo promotions for many years and as a ‘Mexican’ brand this vital given the importance that the celebration has in Mexican culture. The company had been using various messages, imagery, and graphic treatments that were not successful in creating a Cinco asset that could be built on, year over year, like ‘Roll Up the Rim’.
Only Mexican burritos are right for Cinco de Mayo.
Yield Branding developed a campaign for the Cinco weekend that focused on the $5 burrito as the cornerstone of the promotion. The creative gave a positive nod visually to the pride of Mexican culture and her craftsmanship. The burrito ingredients were the key inspiration in making the idea come to life in a fresh and memorable way. The campaign channels included in-store POS, window banners and social ads all built around the idea of fresh ingredients tied back to Mexican heritage.
The branding campaign was very successful in that it generated a +16% in sales versus 2018 and a + 6.3% in the number of transactions.
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