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

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 Mexican Eats (@qdoba) on

Tag your free guac dance crew. #NationalVegetarianMonth

A post shared by QDOBA Mexican Eats (@qdoba) on

Don't mess with the best.

A post shared by QDOBA Mexican Eats (@qdoba) on

Queso Wars Case Study

When Chipotle challenged QDOBA by launching a queso of its own, Mistress took to twitter to set the facts straight. In a marathon social campaign dubbed #TheirWordsNotOurs, Mistress responded to QDOBA fans’ praises by creating GIF stories of our top Queso loving tweets, while subtly responding to 3,000 Chipotle critics with Queso-mojis and a coupon to get free chips & Queso at their local QDOBA – the first step in establishing trust and loyalty with potential customers.

Queso case study

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

In-Store Point of Sale

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

 

Shrimp POP qdoba ad campaign
Mini burrito bowl campaign qdoba

 

 

United By Flavor Manifesto

Qdoba Quick serve advertising manifesto

 

United By Flavor Media Guidelines

Qdoba branding by mistress agency
Qdoba brand book