Case Study

Listo Burrito

Established in 2013, the formerly known much-loved Changos had to change its name due to trademark reasons. The newly named Listo Burrito has three sites in Manchester and Liverpool and Purple Riot were appointed to deliver a creative PR and social media campaign.

Listo has a fiercely loyal customer base, so our challenge was to deliver a brand awareness campaign that promoted the name change whilst making it clear that nothing else had changed.

The rivalry between Manchester and Liverpool is well-known so we wanted to play on that but in a good-natured way so we created a campaign that wouldn’t divide the two cities but would encourage healthy competition.

Our target audiences in both cities were 18-45-year olds and local businesses so we utilised a multi-channel campaign to leave no stone unturned.

What we did:

Listo means ‘ready’ in Spanish so we created a campaign that would work as a teaser, driving excitement for the launch and also once the restaurants were open #AreYouListo?

As a PR hook, we created the first-ever 3lb burrito and shot video and photography of it being prepared to seed out across press and social media to drive excitement ahead of the stores re-opening after the brand refresh and refurb. We wanted to showcase the amazing ingredients on offer, so why not triple the size of a normal burrito!?

 

 

We used a mixture of video, food images and gifs teasing what was coming across Instagram, Facebook and Twitter.

 

Launch

We created massive hype for our launch by announcing a competition to win 150 kilos of burritos and secured regional press coverage. On launch day, there were queues around the block at the Manchester and Liverpool restaurants!

 

 

Post-Launch Momentum

To keep the momentum going, we gave our audience the opportunity to win a 3lb bad boy burrito every day for 30 days, by sharing competition graphics using the campaign hashtag. The response was incredible, people love their burritos!

We also engaged local businesses by offering them a chance to win 3lb burritos for their team every Friday by sharing our competition graphics using the hashtag #TeamListo.

We drove incredible engagement and reach increases across Instagram, Facebook and Twitter up to 3000 % and a sales uplift of 5 % year on year during what is usually a traditionally quiet period in January/February.

We also engaged local influencers in Manchester and Liverpool and secured brand partnerships with The Palace Theatre and Bruntwood Property Group.

 

Results

#AreYouListo?
We secured regional press coverage in Manchester and Liverpool titles, such as The Manc, Manchester’s Finest, I Love Manchester and Liverpool Echo alongside key B2B trade media including Retail Times, The Business Desk and Business Up North. Interested in more of our hospitality marketing and PR work? Check out our case studies.
Press Coverage
Including consumer regional and national hospitality trade press
1.2 million
Organic social media campaign reach
15,000
Burritos sold
5%
Sales uplift
3,200
Video views
505,000
Influencer total reach

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