Did You Know?
Since 1989, Taco Tuesday has been a trademark of Taco John’s.
In 2023, the phrase was liberated to all for free use in any marketing campaign.
Taco Tuesday Everyday!
Consumer Insight
Thrifty Gourmands yearn for fresh flavors in their daily meal routines but worry about feeling guilty about spending what they can’t afford.
Target Market: Thrifty Gourmands
18-25-year-olds (extending to 39 for a secondary audience)
On-the-go eaters who are always looking for the flavor bang for their buck.
They are cost-conscious consumers who rarely overspend, but would go to great lengths to find ways to justify their spending habit.
Missing out on a great deal at a nice restaurant is "basically losing money".
Campaign Objective
Get loyal fans of Cafe Rio to use/download the Café Rio app and participate in the “Taco Tuesday Everyday” reward.
This campaign aims to make Taco Tuesday a daily celebration, liberating tacos and wallets, and reinforcing Cafe Rio as the solution to the very real price-sensitive consumer issues.
Problem
Cafe Rio fans love their restaurants, but in this economy, they can’t go there as often as they would like. Between the constant rise of inflation and the higher price points at Cafe Rio, cost-conscious consumers have flocked to cheaper alternatives to satisfy their food desires.
For Thrifty Gourmands who are looking for reasons to justify their flavor-fueled spending, Cafe Rio is offering bold flavor combinations at an affordable price with the in-app exclusive deal, “Taco Tuesday Every Day.”
Strategy
Statement
Taco Chooseday!
Working alongside creative geniuses at the BYU Adlab, these creative concepts were brought to life for social platforms like Instagram and TikTok -
“What are you listening to?”
Strategist/Manager: Tyler Cherrington
Strategist/Manager: Summer Spendlove
Art Director: Aubry Mackin
Art Director: Parker McDermott
Art Director: Cole Bates
Art Director: Anna Lysenko
Art Director: Reagan Sweat
Copywriter: Sabrina Astle
Copywriter: Kate Salisbury
Film/Director: Jack Dearden