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.
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!
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.