Case Study:

Bad Hombres - ‘Taco Tuesday’ Campaign

“Bad Hombres Good Food” is their motto. They are a Mexican inspired plant-based restaurant with a twist. Located in the heart of Surry Hills. Featuring a fully vegan and gluten-free menu designed to share, with a strong focus on Natural wines and Tequila/ Mezcal based cocktails. Their casual and cosy décor, as well as their 80’s inspired playlist, creates just the perfect party vibe, excellent for groups, but intimate enough for couples too.

The Brief

Bad Hombres requested Tropicool to come up with a marketing strategy while COVID 19 was in full swing. We decided to pair with Jarritos, the Mexican soda company, and come up with a Taco Tuesday special like no other. Available to their loyal customers for takeaway and delivery, people could have their favourite vegan friendly tacos paired with a delicious Jarritos or pre-batched Margarita.

Tropicool agency created a publicity campaign that would promote the offering and Bad Hombres. We produced an original media release which highlighted the offerings and the importance of supporting small, local businesses during lockdown. This was then sent out to targeted food/beverage media outlets and platforms that aligned with Bad Hombres target market and brand image. We also included an email marketing campaign which was sent out to a database of 20,000 people.

Objectives

Bad Hombres ‘Taco Tuesday’ Campaign 

➜ Increase awareness and engagement with Bad Hombres Taco Tuesday promotion
➜ Drive traffic towards points of sale (encourage delivery and takeaway)
➜ Secure high-tier media placement in relevant publications
➜ Influencer marketing across food, beverage and lifestyle
➜ Secure minimum of 3x media placements
➜ Secure 3 x influencers to generate content for the campaign 

Campaign Results

➜ Total of 8 press articles released
➜ Press coverage from Huffington Post Australia, Food Mag, Yahoo News, Delicious, Daily Telegraph Sydney Eat Street, The Urban List
➜ Content by high tier influencer - Emily Gurr
➜ Total of 3 posts | 8 stories
➜ Total combined readership: 8.6 million
➜ Ad value of $37, 550