Taco Mayo
For several years, Taco Mayo has run a limited-time offer (LTO) of the fan-favorite Fish Tacos during Lent for those who give up red meat or simply want to venture onto the Baja side of life. This year, with hard work in the kitchen and some new fresh ingredients, Taco Mayo introduced their brand-new Shrimp Tacos as their LTO item. Our team needed to make a marketing splash and generate sales and awareness of the new Shrimp Tacos, while also ensuring they stand out among competitors. What now?
For several years, Taco Mayo has run a limited-time offer (LTO) of the fan-favorite Fish Tacos during Lent for those who give up red meat or simply want to venture onto the Baja side of life. This year, with hard work in the kitchen and some new fresh ingredients, Taco Mayo introduced their brand-new Shrimp Tacos as their LTO item. Our team needed to make a marketing splash and generate sales and awareness of the new Shrimp Tacos, while also ensuring they stand out among competitors. What now?
To promote the new LTO Shrimp Tacos, our team crafted a campaign for paid social. We centered our campaign around the freshness of Taco Mayo’s ingredients and the novelty of a brand-new menu item to reach a target audience that wants quick, delicious food and good service.
To promote the new LTO Shrimp Tacos, our team crafted a campaign for paid social. We centered our campaign around the freshness of Taco Mayo’s ingredients and the novelty of a brand-new menu item to reach a target audience that wants quick, delicious food and good service.
Our team ran a paid social campaign from February 20-March 15 to build awareness, generate app-order conversions and encourage people to stop by Taco Mayo for their shrimply irresistible Shrimp Tacos every Friday during 2024’s Lent season.
Based off our deep understanding of Taco Mayo’s target audience and insights from previous campaigns, we developed vertical videos showcasing the hand-breaded, cooked-to-order process of the Shrimp Tacos and highlighted their use of fresh, never-frozen ingredients. Creative featured bright colors and fresh designs to resonate with our target audience and stand out among previous LTO promotions. Because the tacos would be available on Fridays only for a limited time, we also used post copy that created a sense of urgency.
The campaign targeted people ages 18-65+ with interests in tacos, Mexican food, fast food, takeout, restaurants, local food and competitors with similar menu items. Additionally, we utilized geo-targeting surrounding Taco Mayo locations and used incremental budget to target Parsons, Kansas, which has previously been a hotspot for Taco Mayo’s LTO items during Lent. The videos were promoted Monday-Friday to generate awareness and excitement about the product throughout the week. On Fridays, we utilized specific copy to generate conversions.
Our team ran a paid social campaign from February 20-March 15 to build awareness, generate app-order conversions and encourage people to stop by Taco Mayo for their shrimply irresistible Shrimp Tacos every Friday during 2024’s Lent season.
Based off our deep understanding of Taco Mayo’s target audience and insights from previous campaigns, we developed vertical videos showcasing the hand-breaded, cooked-to-order process of the Shrimp Tacos and highlighted their use of fresh, never-frozen ingredients. Creative featured bright colors and fresh designs to resonate with our target audience and stand out among previous LTO promotions. Because the tacos would be available on Fridays only for a limited time, we also used post copy that created a sense of urgency.
The campaign targeted people ages 18-65+ with interests in tacos, Mexican food, fast food, takeout, restaurants, local food and competitors with similar menu items. Additionally, we utilized geo-targeting surrounding Taco Mayo locations and used incremental budget to target Parsons, Kansas, which has previously been a hotspot for Taco Mayo’s LTO items during Lent. The videos were promoted Monday-Friday to generate awareness and excitement about the product throughout the week. On Fridays, we utilized specific copy to generate conversions.
No surprise — the campaign proved to be a success for Taco Mayo. We reached over 571,000 people, generated 1.8 million impressions, received over 13,000 clicks and had a strong video view rate of 31%. In addition, the campaign’s engagement rate of 1.46% was above the QSR industry’s benchmark for paid social (Hootsuite, 2024).
The campaign video reached the majority of the Parsons, Kansas population, resulting in 686 clicks. With a high positive/neutral sentiment rate (78%) on social, campaign creative resonated well with our target audience and excelled in generating excitement surrounding the new Shrimp Tacos.
No surprise — the campaign proved to be a success for Taco Mayo. We reached over 571,000 people, generated 1.8 million impressions, received over 13,000 clicks and had a strong video view rate of 31%. In addition, the campaign’s engagement rate of 1.46% was above the QSR industry’s benchmark for paid social (Hootsuite, 2024).
The campaign video reached the majority of the Parsons, Kansas population, resulting in 686 clicks. With a high positive/neutral sentiment rate (78%) on social, campaign creative resonated well with our target audience and excelled in generating excitement surrounding the new Shrimp Tacos.
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Oklahoma Tobacco Settlement Endowment Trust
Oklahoma Tourism and Recreation Department
Oklahoma Tobacco Settlement Endowment Trust
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