When humor trumps sincerity in crisis
Cafe Rio
Challenge
Fall 2020. Cafe Rio's most beloved LTO — Carne Asada — was set to make a comeback. Then lockdown happened. Foot traffic was at an all-time low, but the campaign was already moving full steam ahead. How do you create excitement when people have bigger things to worry about?
Big Idea
We leaned into the absurdity. After six months of "the new normal," brands were being empathetic in serious tones that felt disingenuous. So we made light of it: "2020 = Best Year Ever" because Carne Asada is back. The joke was so ludicrous, everyone felt in on it. Created a sitcom-style family dealing with pandemic life, united by their obsession with Carne Asada.
Results
Most successful LTO launch in Cafe Rio's 20-year history
Biggest sales increase for any LTO in 20 years
Sold out product in multiple locations
70% media placement returns
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