QDOBA United By Flavor

QDOBA has long believed that the more flavor in our world the better off we all are – yet not many know it. When the fast casual brand tapped Mistress as its agency of record the first order of business was to establish this premise in a category where QDOBA is constantly challenged by big-budget competitors who are simply obsessed with the size of their burritos.

To elevate QDOBA above this, we looked at a societal insight: differences and disagreements seem to be at an all-time high and we’re all meant to pick a side. But, QDOBA wanted to let people know that no matter how great these differences that set us apart may be, there is something greater that has the power to unite us all – our love for great flavor.

Mistress set out to help QDOBA own this space with its United By Flavor campaign.

https://mistress.agency/wp-content/uploads/2018/02/Qdoba-Logo.jpg

Lucha Brand Film

As the first step to launching United By Flavor to the world, Mistress and QDOBA created a brand film using its Mexican street art and lucha libre heritage – the QDOBA Luchadors. The film tells the story of the brand’s foundation in flavor, its belief that there is more that unites us than divides us, and about constant innovation.

At its core, the film sets out to educate people on the wide-range of flavor that QDOBA has to offer through the premise of United By Flavor.

Qdoba TV Manifesto Spot
 

Fire Roasted Shrimp & Mini Burrito Bowl POP

 

Shrimp POP qdoba ad campaign
Mini burrito bowl campaign qdoba

 

Social

Social is among the top priorities that QDOBA looks to the agency’s leadership on. Not only is social a place to bring the United by Flavor idea to life, but being in the fast casual food category,new products need regular promotion as do the brand’s loved favorites like free queso and guac.

Monthly, Mistress handles a portion of the brand’s social presence across all key reasons to love QDOBA – product specific or voicing United By Flavor, as well as inserting the brand’s voice into key cultural moments.

Life is better when queso doesn't cost a peso.

A post shared by Qdoba (@qdoba) on

Tag your free guac dance crew. #NationalVegetarianMonth

A post shared by Qdoba (@qdoba) on

Don't mess with the best.

A post shared by Qdoba (@qdoba) on

How would you build your quesadeliciousness?

Posted by Qdoba on Saturday, November 18, 2017

 

QDOBA | Bright Queso

Free creamy queso always brightens up your day.

Posted by Qdoba on Friday, December 1, 2017

QDOBA | Queso Record

We might not all agree on which artist should win Record of the Year but we surely all agree that free queso on any entrée is music to anyone's ears. (sound on)

Posted by Qdoba on Thursday, November 30, 2017

United By Flavor Media Guidelines

Qdoba branding by mistress agency
Qdoba brand book

 

Quesadillas and Nachos POS/POP

After inspiring folks to visit a QDOBA store through our brand or social work, Mistress also develops and produces the vision for all in-store promotional pieces.

 

United By Flavor Manifesto

 
Qdoba Quick serve advertising manifesto