Qdoba
Challenge
For the test launch of Street Tacos, a new Mexican street-food inspired product from Qdoba, we were called to design a campaign that connected the authentic flavors of Street Tacos to Seattle's influential foodie culture.
Solution
Qdoba's Street Tacos were developed after Qdoba's Head Chef and Director of Strategic Product Development, Ted Stoner, worked with and studied authentic street food vendors in Mexico. Capitalizing on the recent street food boom rippling its way up the west coast, we took this opportunity to design Seattle's first and only free Street Taco truck.
Beyond Traditional purchased and completely renovated a 24’ rig, transforming it into Qdoba’s Street Taco Truck. The exterior was hand painted, brick siding was applied and traditional Mexican bougainvillea flowers were hand drawn and sprawling from the vehicle’s corners. We drove the truck on a dedicated traffic plan, creating our own Free Street Taco events at late night city centers, mid-day street stops and large fairs and festivals.
RESULT
Since 2009, the Qdoba Cruiser has been connecting with current and future Qdoba fans by serving them tasty, fresh samples and driving them in-store with compelling offers. For our launch of Street Tacos alone, our results were phenomenal, including:
- 5,000 Qdoba Street Tacos sampled
- 10,000 Qdoba coupons and bracelets distributed
- 5,000,000 online impressions
- 20,000 Facebook page views
- Featured PR highlights
- Featured on King 5's New Day Northwest, Seattle Weekly and Seattle Metropolitan Magazine
If your traditional approach isn’t generating the buzz, consumer loyalty and most importantly, the sales results you need, it’s time to go Beyond Traditional.
