This Cinco de Mayo will be different than in prior years with fewer parties and group celebrations, but several brands are making the best of a new situation. Meal kits, social media partnerships and hashtag campaigns lead the way for brands still looking to make a splash on Cinco de Mayo.
Taco Bell Introduces At Home Taco Kit
On May 1, Taco Bell introduced its At Home Taco Bar, available to order on the Taco Bell app for delivery or pick-up at contactless drive thrus. According to a press release from the Yum Brands restaurant, the Taco Bell At Home Taco Bar includes “8 flour tortillas, 12 Crunchy Taco shells, 6 oz. of nacho chips, seasoned beef, shredded lettuce, refried beans, nacho cheese sauce, cheddar cheese, diced tomatoes, reduced-fat sour cream, Hot Sauce packets and napkins for $25.” Recipes for fresh wild strawberry margaritas and Taco Bell’s famous Double Decker Taco are also included. Taco Bell is known for launching big, bold campaigns that encompass digital and out-of-home activations. The At Home Taco Bar may not be a full-length music video or branded hotel, but it offers brand engagement with consumers and a fun reprieve from cooking for people who may be tired of coming up with meals every night and who want to celebrate Cinco de Mayo.
“Our food has always been a catalyst of bringing people together, and we’re finding new ways to do this from a safe distance until we can all be together again,” said Melissa Friebe, SVP of Brand Marketing and Consumer Insights at Taco Bell.
Chipotle Kicks Off A TikTok Challenge #ChipotleSponsorMe
Chipotle, which quickly ramped up its already thriving delivery and mobile business during coronavirus, achieved digital sales growth of 81% to $372 million in Q1 of 2020. According to Restaurant Dive, “Chipotle’s loyalty program grew to 11.5 million enrolled members, with signups spiking nearly fourfold in March.”
The brand’s Cinco de Mayo activation leverages the popularity of TikTok and the chance to win free Chipotle everyday for a year via the coveted Celebrity Card. Chipotle has partnered with digital star David Dobrik for the #ChipotleSponsorMe challenge, which asks fans to post “creative, quality” videos on TikTok, explaining why they should be sponsored by TikTok and receive the prized Celebrity Card. Dobrik will select five winners on Cinco de Mayo. Fortunately, Chipotle has something for everyone, regardless of their TikTok skills, in the form of free queso blanco (promo code QUESO55) on May 5 and free delivery through May 10.
"On social, we've had so many fans ask us to sponsor them and the #ChipotleSponsorMe challenge is finally here to answer the call on Cinco de Mayo," said Chris Brandt, Chief Marketing Officer of Chipotle. "We expect our passionate community to create some amazing content, which will help propel five talented individuals to an elite status of Chipotle fandom. This opportunity, combined with free queso and free delivery, means everybody wins with Chipotle on May 5."
Jose Cuervo Supports Small Businesses And Pays For Dinner
Jose Cuervo, like many brands, has taken social responsibility seriously during the COVID-19 crisis, including donating $1 million to organizations like World Central Kitchen and the #ChefsForAmerica initiative. The tequila brand’s Cinco de Mayo promotion is similarly geared toward supporting the small restaurants impacted by quarantines. Jose Cuervo will pay for the meals (via Venmo) of a randomly selected group of people who post their dinner receipts and the hashtags #CincoToGo and #CuervoContest on Twitter. In order to get their meals paid for, customers must dine at Mexican restaurants that have 10 outlets or less, keeping the contest focused on patronizing small businesses. The promotion began April 28 and runs through May 5.
Avocados From Mexico Gamifies Guacamole
Avocados from Mexico, known for big advertising layouts during the Super Bowl, has gamified guacamole for Cinco de Mayo. Avocados from Mexico, which essentially works as the marketing wing of Mexican Hass Avocado Importers Association (MHAIA), has put together an interactive way for users to choose which guacamole they want while staying home on Cinco de Mayo. For the “Homemade Cinco” activation, users “spin” a wheel on the Avocados from Mexico website and are given recipes for homemade guacamole. The site then directs users to shop the ingredients through a partnership with grocery platform Chicory. Once the recipe is made, happy guac eaters can enter to win $500 prizes by posting their guacamole creations on social media with the hashtags #HomemadeCinco, #Guacamole and #Sweepstakes.
The Avocados from Mexico activation promotes avocados in fun and interactive ways while connecting participants with online grocery shopping, a necessity for many consumers right now. The contest also gently encourages their audience to keep their Cinco de Mayo celebrations at home.
Brands that are able to stay true to their missions while pivoting to meet consumer needs are likely to maintain relationships with their customers and be seen as authentic, helpful and prepared. By tapping into popular trends like TikTok, hashtag challenges and gamification, brands can leverage their digital presences during crises and when everything returns to normal.
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About the AuthorMore Content by Sarah Cavill