- marlo monthly
20-year-old fast-casual Boston based burrito chainlet, Anna’s Taqueria, is known for three things: a diehard, international fan base, lightening-fast burrito “ninja” rollers and a strong commitment to supporting its communities. What they lacked was a cohesive vehicle to tie together and communicate these key brand attributes in order to maintain relevance among new QSR competition.
We created year-long “Celebrity Roller” charitable event series for which we enlisted 12 local Boston celebrities to jump into the kitchen and try their hand at rolling burritos like the pros. Proceeds of burritos sold at monthly events were donated to a celebrity roller charity of choice.
This program allowed us to fill the media pipeline with continually fresh news around an eclectic group of local celebrities (rock bands, celeb chefs, media personalities, professional athletes, etc.) and provided us with additional content for the social media channels. Most importantly, it strongly aligned the Anna’s brand in a very public way with non-profit organizations motivated to promote “their” celeb roller event.
We secured approximately 150 original placements for the series in local high tier media outlets such as The Boston Globe, Boston Herald, Boston Business Journal, NECN Morning Show and more.
A diverse group of celebrity rollers and their respective charities (Tiffani Faison of Sweet Cheeks Q and BRAVO TV’S “Top Chef” for Mass Equality; Jonathan Soroff of The Improper Bostonian for the Caring for Carcinoid Foundation; A.J. Soares of the New England Revolution for Boston Children’s Hospital; Henry Santoro of Radio BDC for ESSCO-MGH Breast Cancer Research Fund; Boston-based rock band Mean Creek for Pine Street Inn, etc.) allowed us to secure coverage in non-traditional sections and outlets, as well as encourage social sharing to new audiences for Anna’s.
In one year, the program raised over $20,000 for various Boston charities and brought 50-100 guests into the restaurant for each event.