The campaign and competition is running for the next six weeks.
Mexican quick-service restaurant Zambrero has partnered with full-service agency Lionize to build on its ‘Feel Good Mex’ ethos.
Their previous collab created the life-affirming Zam Right campaign. This has now been supercharged across Zambrero's entire food chain, with the creation of the Million Dollar Burrito.
The competition is running for the next six weeks, from Monday 17 May 2021, with finalists drawn at the end of June, and the major event in July, where one lucky customer could end up feeling really Zam good - and a lot richer.
The first of its kind for Zambrero, the whole campaign has a huge prize pool of over $2 million dollars up for grabs, where one in six customers can walk away with an instant prize of Zambrero food, drinks, gift cards or fuel cards.
“We’re hitting every Zambrero store across the country with our media plan," Lionize investment director Peter Stowe says.
"It took some time, with over 180 individual Zambrero restaurants in all states and territories. In the planning stages we needed to successfully map out each restaurant according to its specific TV market.
"The majority of Zambrero restaurants are in regional Australia, so we had to make sure stores in areas like Darwin, Mt Isa, Mildura, Hobart and Griffith had the same amount of coverage and airtime as stores in Perth and Adelaide.
"We’re so excited about the chance to help giveaway the Million Dollar Burrito! Everyone needs to hear about it…and with our regional tv planning, I know we’re not supposed to be biased, but after the fires and trials of recent times, I personally hope someone in a rural Australia wins the big cash prize.”
The Lionize marketing drive includes programmatic, TV, radio, digital audio, Spotify and OOH.
Postcode targeting around each restaurant will capture local audiences, whilst a social campaign which includes TikTok, will run across multiple categories like, sports, gaming, food and ‘Oddly Satisfying’.
“We’re really looking forward to the launch," Zambrero marketing manager Joké Amosun says.
"The wonderful thing about having a big prize pool is the positive reactions we will see from our customers in our restaurants every day.”
Credits
Creative Agency: Lionize
Head of Client Services, Gemma Tugby
Creative Director, Richard Price
Head of Strategy, Dan Machen
Account Director, Luke Hardiman
Account Manager, Stephanie Haskins
Head of Investment, Peter Stowe
Senior Media Trader, Thomas Hamilton
Production & Post Company - Limehouse
CD - James Lucas
Head of CGI - Chris Andrews
Producer - Ashlee Savins
