The Challenge: Sustaining Momentum and Elevating the Brand

After the wildly successful "Real Bueno Deal" promotion in 2023, which revitalized the brand after a period of media silence, our challenge in 2024 was to keep that momentum going. Building on the insights we gained about customer habits, we revamped the menu to include more frequently bought items and reintroduced a controversial classic: the Bueno Burger. The stakes were high, as this quirky item, likened to a Mexican sloppy Joe by fans, had the potential to either thrill or alienate customers.

Our Strategy: Amplifying Success with Bold Moves

Given the success of the 2023 Real Bueno Deal, we knew we had to elevate the campaign in 2024. The re-launch of the Bueno Burger sparked a frenzy, driving another surge in sales and proving that taking risks could pay off. To add a fresh layer of authenticity, we introduced a new TV style called "Table Talk" featuring two voice actors riffing off each other in a conversational style, discussing the products in a way that felt personal and relatable. By using younger voices, we aimed to connect with a previously untouched audience, further expanding the brand's reach.

With the client's trust solidified by the previous year’s success, we secured approval for a new round of seamless photography. This allowed us to refresh the website and menu imagery, making the brand feel vibrant and current. Even further, on social media, we teased the Real Bueno Deal and the Bueno Burger, gradually building anticipation before fully embracing trends and popular sounds. This playful, trend-driven approach significantly boosted positive engagement and grew our follower base across all channels.