BarBurrito
Food for Every Mood

How we helped Canada’s largest Tex-Mex chain drive a 200% increase in web traffic and level up brand affinity across the country.

The Challenge

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.

The Insight

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.

Services

Influencer & Athlete Partnerships
Paid Social & Digital Ads
Commercial Production
Broadcast Media Strategy
In-Store Creative & Collateral
Branded Content & Photography

The strategy

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.

Our approach:

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

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@jedtavernier

The Execution

Campaign Creative

From production to rollout, every element of the campaign laddered back to one big idea: mood matters.

We developed:

  • 1 hero brand commercial
  • 3 emotion-specific mood spots
  • Bold visuals, copy, and social assets driven by Mood Cards—inspired by collectible basketball cards

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:

  • Kelly Olynyk
  • Gradey Dick
  • Jaym O’Esso
  • Jade Smith
  • Jedson Tavernier

Paid Social & Broadcast

We went deep on media strategy, hitting high-impact placements at just the right time:

  • Raptors and NBA games during peak viewership
  • NFL divisional and championship games
  • Digital ads across Meta, TikTok, and YouTube
  • Radio during Toronto Blue Jays broadcasts

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

Why it worked

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.