We have what you're craving
Are you ready for some delicious authentic Mexican food? The Mexican vaqueros who rounded up cattle along the border during the late 19th century, perfected the art of cooking on the range. The rugged Vaqueros knew how to live life to the fullest. Unique seasonings and the richest recipes created a brand of cooking all their own.
At El Vaquero we continue that tradition. We combine the freshest meats and seafood, colorful vegetables, and unique sauces and spices to create a tasty experience with each dish we serve.
SCOPE OF PROJECT
Brand Strategy
Logo Design/Graphic Design
Messaging/Copywriting/Script Writing
Responsive Website
TV & Radio Spots
Community Involvement
Social Media and Email Campaign
Digital and Printed Marketing Assets
Video Production & Photography
Challenge/Situation
Generate digital brand awareness and user experience for this high touch community and local favorite restaurant. The El Vaquero brand was feeling the crowded space of other authentic Mexican restaurants and needed a brand re-fresh. Having started in Central Oho, they grew into 18 locations including Southern Ohio, northern Ohio and Michigan.
Outcome
A strategic rebrand, messaging, brand films, signage, responsive website, video production and collateral—that not only celebrates El Vaquero as the traditional favorite, but the ranchero style of cooking they specialized in. The cooking style and hundred year old recipes that set them a part from their competitors. A crafted a high-end and extensive firebrand strategy that leveraged the business lunch crowd, Happy Hour and Community Involvement. Also marketing that leaned into local search marketing with location micro-sites that were still linked to the brand website. Brand films, responsive website, marketing materials grass-roots initiatives that supported El Vaqueros new strategy.
STRATEGY & FRAMEWORK
We started with highlighting what makes El Vaquero different than from all the new and “hip” competitors crowding the market. Specializing in what is known as ranchero cooking or on the range cooking, El Vaquero when translated means, The Cowboy. The recipes were full of rich history and epic storytelling so we immediately highlighted those in the new messaging.
“The Mexican vaqueros who rounded up cattle along the border during the late 19th century, perfected the art of cooking on the range. The rugged Vaqueros knew how to live life to the fullest. Unique seasonings and the richest recipes created a brand of cooking all their own. At El Vaquero, they continue that tradition.
THE HIGHLIGHTS
Everything made from scratch with historical family recipes.
To get the El Vaquero brand to raise above the competitors, we had to get local. To go big was to go deep into each location and drill down into the subatomic level of the local brand promise and the customer experience. We started with secret audits of the dining experience.
We then branched in community involvement for local charities including local libraries and schools. We put together a robust community involvement campaign that including dine-to-donate programs, volunteering, and sponsoring events. Nothing gets a brand to take flight more than community involvement. When a brand authentically partners with their community, it takes the brand promise to a different level.
Some strategy highlights included:
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Several brand films and promo videos for lunch campaigns and Happy hour.
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Driving the catering vans with branded design and logo late mornings and early afternoons. We would drive the greater neighborhoods of each location for two hour stints
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Winning the Nourishing The Community Award from the Ohio Restaurant Association.
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TV Appearances for select days including Cinco de Mayo, National Margarita day, National Tequila Day.
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Visited local radio stations and offered free taco bars to radio staff and dj's while on the air.
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Visited key large business and organizations with free taco bars, lunch coupons and presentation to drive up lunch sales and catering.
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Spotlight videos with local businesses coming to El vaquero for lunch. Spotlight the business on social media.
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Helped fortify the take-out and delivery experience. Because if this, the sales was able to stand up to the Covid-19 quarantine.
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Was able to leverage high end record sales during Covid-19 during a At-home Cinco de Mayo campaign.
