Being Canada’s biggest Tex-Mex chain wasn’t enough.
BarBurrito had over 350 locations and a menu with more than a million customizable options—but in a saturated market, awareness was lagging. The brand wasn’t top of mind for quick dining, and it needed more than just size to stand out. To become the go-to choice for Canadians, BarBurrito had to earn cultural relevance.
Food is personal—and it’s emotional.
Every mood comes with a craving. Spicy. Comforting. Bold. Familiar. The idea? Position BarBurrito as the brand that gets you—no matter what kind of day you’re having. By building a campaign around mood-based eating, we could match real-life moments with real menu items and turn those into unforgettable cultural connections.
Influencer & Athlete Partnerships
Paid Social & Digital Ads
Commercial Production
Broadcast Media Strategy
In-Store Creative & Collateral
Branded Content & Photography
One campaign. Every mood. Maximum impact.
We created and launched the “Food for Every Mood” campaign—a fully integrated, four-month push designed to drive awareness, increase foot traffic, and connect with new customers across the country.
Leverage athlete influencers to create strong cultural resonance
Build a creative campaign around mood-based messaging
Drive awareness through strategic media buys during key sports moments
Activate across all major platforms: digital, broadcast, in-store, and social
@jade.smiith
x
@jedtavernier
Campaign Creative
From production to rollout, every element of the campaign laddered back to one big idea: mood matters.
We developed:
Influencer & Talent Partnerships
Each video paired two personalities representing different moods, complete with distinct lighting, wardrobe, and styling that made each vibe unmistakable.
Featured talent included:
Paid Social & Broadcast
We went deep on media strategy, hitting high-impact placements at just the right time:
Using contextual targeting, we zeroed in on foodies, sports fans, and engaged communities already hungry for something new.
50+
million views on broadcast
74+
million social media impressions
39%
increase in searches for “barburrito near me”
288%
increase in direct sessions
43%
increase in new users
5.5%
engagement rate (avg. is 1-2%)
Behind the scenes
@gradey
@kellyolynyk
@jaymoesso
01
Mood-based marketing resonates
Tying emotions to food helped us build real connections—and drive real impact.
02
Cultural relevance matters
Sports culture gave the campaign a strong anchor in the lives of our audience.
03
Multi-touchpoint execution wins
A fully integrated approach across in-store, digital, and broadcast kept BarBurrito top of mind.
04
Influencer alignment builds trust
Tapping credible talent boosted authenticity and expanded reach organically.
