Mucho Burrito is in the midst of a new marketing campaign targeting a broader base of hungry consumers that are bored of burgers and subs, but not looking for anything too venturesome in their fast-food options.
The ads, developed by Toronto-based DS+P, position the restaurant brand as delivering “just the right amount of adventure.”
The campaign, which includes a 30-second TV spot running on some specialty channels, digital, social and out-of-home elements, features a bullfighter in a ring waiting for a showdown with a matador. Instead, he finds himself facing off with a slow-moving miniature donkey. Cairns O’Neil handled the media buy.
The campaign tagline is “Feeling adventurous–ish?”
The new creative was developed in light of Mucho Burrito research showing consumers are looking for “a more interesting alternative to a burger and fries, but something that’s not intimidating,” says Brian Murray, creative director at DS+P.
The campaign also targets a broader demographic, including women, who have been “somewhat neglected,” in traditional burrito advertising, he says. Burrito marketing is often geared to young men looking to eat a huge meal.
“Women do enjoy eating burritos,” says Murray. “[Burritos] come in different sizes. It’s not necessarily a dare to fill your belly. It’s fresh healthy food you can enjoy.”
Murray says the creative also reflects the more “upscale positioning of the brand,” as compared to competitors such as Taco Bell.
It’s why Murray says the agency went for a more high-production, cinematic setting of a bullfighting ring.
The brand’s tagline also remains as “Fresh Mexican Grill.”
“It’s still a brand that’s growing and doing its best to increase awareness,” Murray says. “Trial is this brand’s best friend.”
Norm Pickering, director of marketing for Mucho Burrito North America, says the brand’s target consumer is looking for a different choice, but something “on the safer side and they’re okay with that.
“They like exploring fresh and exciting food experiences, but often default to the familiar and sometimes they need a nudge,” Pickering said in a release.
