Mexican restaurant chain Quesada launched a national social media marketing campaign this week that aims to capture and share people’s moments of joy.
Developed by Field Day, the #ShareTheJoy effort includes videos of Canadians sharing happy moments that run the gamut from a young woman coming out as transsexual to her family and friends, to a mother and son spending a day together. The videos can be seen across the chain’s social media channels including YouTube, Facebook and Twitter, and within its 44 locations across Canada. The media buy was handled in-house.
“We wanted to further extend Quesada’s brand personality into our restaurants and online in a more meaningful way,” says Steve Gill, founder and CEO of Quesada Burritos & Tacos. “#ShareTheJoy is something that hopefully unifies people in a special way while relaying who we are as a brand.”
“The campaign was also built on the idea that busy Canadians sometimes need to be reminded that happiness can come from simple, uncomplicated things in our daily lives — whether it be enjoying a delicious burrito or a walk with friend.”
Quesada is encouraging people to share their experiences of everyday joy with the campaign hashtag on social media as well as in-store via special boards, where they can post photos and stories, offer free services, and generally inspire community connection.
Gill says the company is also distributing free vouchers to anyone seen “making someone’s day a little brighter,” whether that’s in a store or out on the street.
“We are encouraging the entire Quesada team at corporate level and restaurants to take notice of others engaging in kind gestures at a very grassroots level,” says Gill. “We want to catch people by surprise as they selflessly engage in an act of kindness or experience a moment of joy.