Taco Mayo
Cinco de Mayo is a huge sales day for restaurants like Taco Mayo. As the 2023 holiday approached, we brainstormed ways to beef up their marketing strategy and help them stand out among their regional and national competitors. We knew we needed to direct target audiences to Taco Mayo’s restaurants and mobile app to get their fresh-Mex fix, but how?
Cinco de Mayo is a huge sales day for restaurants like Taco Mayo. As the 2023 holiday approached, we brainstormed ways to beef up their marketing strategy and help them stand out among their regional and national competitors. We knew we needed to direct target audiences to Taco Mayo’s restaurants and mobile app to get their fresh-Mex fix, but how?
For the last four years, Taco Mayo has offered a variety of limited-time offers (LTO) for Cinco de Mayo. The 2023 holiday provided Taco Mayo an opportunity to promote their new product, the handmade Beef and Queso Empanadas, which were only available on May 5.
To help Taco Mayo stand out among their competitors, we emphasized two major selling points: the freshness of their ingredients and the convenience of mobile app or online ordering.
For the last four years, Taco Mayo has offered a variety of limited-time offers (LTO) for Cinco de Mayo. The 2023 holiday provided Taco Mayo an opportunity to promote their new product, the handmade Beef and Queso Empanadas, which were only available on May 5.
To help Taco Mayo stand out among their competitors, we emphasized two major selling points: the freshness of their ingredients and the convenience of mobile app or online ordering.
To accomplish this, Taco Mayo ran a campaign from May 1-5 that utilized paid social, radio and organic social to build awareness and conversions of the new empanadas. The campaign emphasized the one-day only promotion, along with the quality of their fresh ingredients, and targeted people ages 18-65+ with an interest in tacos, Mexican food, fast food, takeout, restaurants and local food, as well as competitors with similar menu items. We utilized geotargeting near Taco Mayo locations and targeted Tulsa locations with additional messaging that promoted the holiday deal.
The creative used urgent language and bright colors to capture the attention of their target audiences and
generate excitement about the upcoming promotion leading up to the holiday. In terms of paid social media, we ran Instagram and Facebook promoted posts to spread the word about the upcoming promotion from May 1-4.
The assets that ran on May 5 created an even greater sense of urgency by using “today only” in the headline. It was important for all graphics to showcase the visual appeal of the empanadas, so we opted to include imagery of an empanada split in half, revealing the fresh ingredients and care that went into the making of each one.
To accomplish this, Taco Mayo ran a campaign from May 1-5 that utilized paid social, radio and organic social to build awareness and conversions of the new empanadas. The campaign emphasized the one-day only promotion, along with the quality of their fresh ingredients, and targeted people ages 18-65+ with an interest in tacos, Mexican food, fast food, takeout, restaurants and local food, as well as competitors with similar menu items. We utilized geotargeting near Taco Mayo locations and targeted Tulsa locations with additional messaging that promoted the holiday deal.
The creative used urgent language and bright colors to capture the attention of their target audiences and
generate excitement about the upcoming promotion leading up to the holiday. In terms of paid social media, we ran Instagram and Facebook promoted posts to spread the word about the upcoming promotion from May 1-4.
The assets that ran on May 5 created an even greater sense of urgency by using “today only” in the headline. It was important for all graphics to showcase the visual appeal of the empanadas, so we opted to include imagery of an empanada split in half, revealing the fresh ingredients and care that went into the making of each one.
This campaign was a huge success for all locations. Sales were up 25% year over year, and most stores sold out of empanadas before 3 pm. The empanada’s product mix soared at 24% of overall sales. Paid and organic efforts garnered 2 million impressions and reached almost 900,000 people, with 502,000+ engagements.
This campaign was a huge success for all locations. Sales were up 25% year over year, and most stores sold out of empanadas before 3 pm. The empanada’s product mix soared at 24% of overall sales. Paid and organic efforts garnered 2 million impressions and reached almost 900,000 people, with 502,000+ engagements.
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