The Challenge: Balancing Authenticity with Accessibility

With the launch of the Carne Asada campaign, our goal was to continue embracing the Spanglish direction while also introducing a new product to an audience that wasn’t entirely familiar with the concept of Carne Asada. We needed to maintain the brand's authentic Tex-Mex voice without alienating our core audience, which included both Hispanic and non-Hispanic customers.

Our Strategy: Bridging Cultures and Building Excitement

Taco Bueno's unique advantage is its fire grills, which had already been a hit when we re-launched fajita chicken in 2023. Building on that success, we introduced fajita steak in 2024, aiming to connect with our Tex-Mex and Spanglish audience while ensuring our traditional, white audience felt included. We used both "Carne Asada" and "fajita steak" interchangeably in our messaging to bridge the cultural gap and create a campaign that resonated across the board.

This campaign also marked the first time we collaborated with the client to shoot video content. We worked with a studio photographer and videographer to capture seamless shots of the three featured menu items, using internal hand models and a custom-made fire grill. Our food stylist meticulously crafted the steak’s appearance, ensuring it looked delicious yet true to what customers would actually receive—an important balance for the client.

On social media, we showcased the versatility of upgrading with Carne Asada through a series of behind-the-scenes videos shot in a real Bueno kitchen. This approach not only highlighted the authenticity of the product but also helped further boost positive engagement, reminding customers why they fell in love with Taco Bueno in the first place.