Zambrero launches million dollar burrito in new campaign via Lionize
Mexican food chain Zambrero has launched a new campaign via Lionize with a prize pool worth over $2 million.
Part of Zambrero’s “Zam Right” brand platform, one in six Zambrero customers can walk away with an instant prize of food, drinks, gift cards or fuel cards.
In the 15 second spot, a burrito full of $100 bills spins around as a voiceover announces the prizes. The spot ends with the tagline: “Zam right”.
Peter Stowe, investment director at Lionize, said: “We’re hitting every Zambrero store across the country with our media plan. It took some time, with over 180 individual Zambrero restaurants in all states and territories. In the planning stages, we needed to successfully map out each restaurant according to its specific TV market.
“The majority of Zambrero restaurants are in regional Australia, so we had to make sure stores in areas like Darwin, Mt Isa, Mildura, Hobart and Griffith had the same amount of coverage and airtime as stores in Perth & Adelaide.”
Stowe continued: “We’re so excited about the chance to help giveaway the Million Dollar Burrito! Everyone needs to hear about it…and with our regional tv planning, I know we’re not supposed to be biased, but after the fires and trials of recent times, I personally hope someone in rural Australia wins the big cash prize.”
Joké Amosun, marketing manager at Zambrero, said: “We’re really looking forward to the launch. The wonderful thing about having a big prize pool is the positive reactions we will see from our customers in our restaurants every day.”
The campaign will run on programmatic, TV, radio, Spotify, and OOH. Postcode targeting will capture local audiences, whilst a social campaign will be run on TikTok.
One of the OOH assets
Another example of the OOH assets
The competition runs for six weeks from today (17 May), with finalists drawn at the end of June, and the major winner announced in July.
Lionize describes itself as a business “shaking the agency model, dismantling cross-agency complexity with greater collaboration, transparency and value.”
Credits:
Creative Agency: Lionize
Head of Client Services, Gemma Tugby
Creative Director, Richard Price
Head of Strategy, Dan Machen
Account Director, Luke Hardiman
Account Manager, Stephanie Haskins
Head of Investment, Peter Stowe
Senior Media Trader, Thomas Hamilton
Client: Zambrero
CEO, Matthew Kenny
Marketing Manager, Joké Amosun
Creative Manager, Grant Crooks
Promotion Agency: Hive Marketing Group
Rochelle Cooper – Business Director
Richard Woods – Director
Production & Post Company – Limehouse
CD – James Lucas
Head of CGI – Chris Andrews
Producer – Ashlee Savins
