Campaigns - Chief Taco Officer
In 2022, our marketing team developed and produced plans to build up a name for Favor as one of the foremost authorities in food delivery. We created a campaign that would attract a lot of great talent and, in return, provide us with one of the best food delivery content the world has ever seen; and thus, our Chief Taco Officer was born.
The plan included a $10k job position for any foodie daring enough to travel throughout the Lone Star State in search of Texas’ greatest tacos.
With cross-collaboration from PR, Creative, Social Media, Sales, Business Analytics, and Experiential, we developed a plan to spread the word out to Texans to apply by submitting their best videos. Many applied, but Chris Flores became our man for the job.
During this campaign, we outfitted him in customized Chief Taco Officer gear and set up meet and greets throughout the Lone Star State where we gave out free tacos for our audience. This was a huge Brand Awareness win for us as we had hundreds of people lined up at each stop.
Tacos were wrapped up with a customized QR Code sticker where we led our audience to download the Favor app and find some of our CTO’s top taco shop picks within our app.
Cross collaboration is key
Rome wasn’t built in a day, and great campaigns aren’t built by one person. Being in-sync with your team plays a big role in the success of a campaign and our Chief Taco Officer campaign is proof of that.
With PR spearheading communication efforts (mixed in with Social Media pushes) along with our Sales team working with Business Analytics to find some of the more popular restaurants in Texas (with a few local dives sprinkled in), we built out a campaign that was guaranteed to see success.
My role in this campaign was to ensure our CTO looked the part of a professional taco enthusiast, so I created this set of CTO gear. Additionally, all locations were adorned with life-size cardboard cut-outs, 4”x6” fliers that detailed the Favor Delivery app (with QR codes for seemless downloads) as well as branded stickers we used for the hundreds of tacos we dished out.
