The popular Dallas-based fast food company’s key value proposition is wholesome food. The messaging centered on presenting Taco Bueno as a healthy lunch alternative, and it was aimed at young professionals who seek affordable but fresh food.
Solution: D Magazine created a grassroots campaign using coupons, ambassadors and online advertising. E-newsletters from D’s attractive nightlife editor went out to D’s email list of thousands of nightlife enthusiasts; Nightlife ambassadors handed out coupons in bars and restaurants throughout the city; and D’s website featured online coupons. Taco Bueno received a noteworthy 38% coupon redemption rate.