The much-loved casual dining brand Changos, had to change its name due to trademark reasons. The newly named Listo Burrito had three sites in Manchester and Liverpool and Purple Riot was appointed to deliver a creative PR and social media campaign to drive awareness of the brand refresh.
We developed an integrated PR and social media campaign designed to build anticipation, drive engagement and get people through the doors following the rebrand. With ‘Listo’ meaning ‘ready’ in Spanish, we created the campaign platform #AreYouListo? – a simple idea that could tease the new identity ahead of launch and continue across PR and social once the restaurants reopened.
Playing on the famous Manchester and Liverpool rivalry, we created a campaign that brought both cities into the conversation through good-natured competition rather than dividing them.
The campaign combined PR, social media, competitions, influencer engagement, creative content and local brand partnerships to give Listo multiple ways to reach its audience.
To put Listo Burrito’s new name firmly on the map, we went big, creating the UK’s biggest burrito as the centrepiece of the launch PR campaign.
The giant 3lb burrito gave us a bold, highly visual media stunt that was made for headlines, photography and social content, while giving us a playful way to showcase the food and personality behind the newly rebranded restaurant.
We built further anticipation with the chance to win a massive 150kg of burritos, creating another attention-grabbing hook ahead of launch and giving audiences a reason to engage with the new brand.
The campaign secured coverage across Manchester and Liverpool media including The Manc, Manchester’s Finest, I Love Manchester and Liverpool Echo, alongside business and hospitality titles including Retail Times, The Business Desk and Business Up North, turning an enforced name change into a launch story people actually wanted to talk about.
We brought #AreYouListo? to life across Instagram, Facebook and Twitter through a mixture of video, food photography, GIFs, teaser content and competitions.
Following launch, we kept the campaign moving with a 30-day giveaway offering followers the chance to win a giant 3lb burrito every day by sharing campaign content.
We also created #TeamListo to engage Manchester and Liverpool businesses, giving teams the opportunity to win giant burritos for their workplace every Friday and extending the campaign into Listo’s local business communities.
We engaged relevant influencers across Manchester and Liverpool to introduce the new Listo identity to their audiences and extend the campaign beyond the brand’s own social channels.
We also secured local partnerships with The Palace Theatre and Bruntwood Property Group, creating further opportunities to put Listo in front of audiences across both cities.
The campaign turned what could have been a difficult enforced name change into an opportunity to reintroduce the brand, energise its existing audience and attract new customers.
By connecting PR, social media, influencer activity, competitions and partnerships through one creative campaign platform, we gave Listo Burrito a distinctive new identity while keeping the food and personality its customers already loved firmly at the centre.
Looking to launch or reposition a hospitality brand? Talk to Purple Riot about integrated PR and marketing campaigns that get people talking, and through the door.
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