Mexican fast food chain Mucho Burrito is aiming to drive brand awareness and in-store traffic using a contextual targeting tool for its new emotionally oriented campaign.
The “Love Mucho” campaign will rely on Hotspex Media’s tool, Reticle AI, which finds online videos that are uplifting, creative, relatable and trending, and then places ads alongside that content. This emotional alignment generally increases ad recall and improves ROAS, according to Hotspex, the lead media planning and buying agency for the campaign.
“Love Mucho” will run through November on YouTube, Spotify, Amazon, Meta, Pelmorex and DOOH. Its creative, developed by Unite, is packed with emotional ads that embrace the power of love and seek to evoke emotions such as courage, warmth and inclusiveness among the brand’s current and new customers.
Fabio Orlando, VP of marketing for Mucho Burrito, tells MiC that “Love Mucho” represents the brand’s new positioning and helps them differentiate it from the competition, piquing consumer interest through emotional resonance.
“The category and our competitors seem to thrive only on rational benefits and limited-time-offers. Our goal is to create emotional resonance and a real connection to our brand, food, and hospitality-based approach,” Orlando says. “It is sometimes difficult for Mexican restaurants to differentiate themselves by their food offering alone.”
Orlando says the campaign is also an effort to move away from the current tagline Fresh Mexican Grill, as the word ‘fresh’ is widely used in the fast-food restaurant market. “Modern Mexicana is our new direction; this is an important cornerstone for our brand and business,” he says.
Orlando adds that “Mexicana” evokes thoughts of the Mexican tradition, and by mixing it with the word “modern,” the brand can show that it honors and respects the (Mexican) past, using it as a reference to create a new, more welcoming menu. “The ‘Love Mucho’ campaign is a reflection of that respect, passion, and love of our craft and guests,” he says.
Mucho Burrito also aims to reach a younger audience than normal, particularly those who enjoy eating with friends or family and trying new foods and flavours. “Younger audiences seem to inherently align more closely with our values in that everyone is invited to our table,” Orlando says. “We strive to make our customers feel like familiar guests, rather than a transaction. Making people feel comfortable is a measure of our satiating food, inviting atmospheres, and casual yet purposeful interactions.”
