Best Restaurant Integrated Ad Campaign

In 2016, Tijuana Flats announced a new product to their already fresh, made-to-order menu: Lean Ground Turkey, available for a limited time to be substituted on any menu item as a more health-conscious alternative to their regular protein options. The We’ll “Give You the Bird” campaign aimed to spread awareness of this leaner menu option to customers and fans of the brand and acquire new customers who may be looking for a wider variety of options to add to their meal. Through a collaborative effort including social media outreach, contests, e-mail marketing campaigns, digital advertising, outdoor, radio advertisements, media placements, and direct mail, the We'll “Give You the Bird" campaign received widespread fan engagement. Customers were encouraged to interact with Tijuana Flats on social media, using the hashtag #GiveYouTheBird and sharing who they would most like to "give the bird to" that week, in exchange for a chance to win free and/or discounted meals featuring the new ground turkey product. The campaign garnered significant attention from fans wanting to know more about the product and try it out while it was available for only a limited amount of time.

Contributors:

CMO:	Monique Yeager
Director of Marketing:	Brandy Blackwell
Marketing Manager:	Melissa Lund

FINDSOME & WINMORE

Location: United States