Case Study

Torchy’s Tacos

How do you sell a s%*! load of tacos?

GETTIN' TORCHED

Torchy’s Tacos was in search of a partner that understood the difference between advertising and “damn good” communications. Luckily, we don’t mind swearing.

1. SOME LIKE IT HOT

Task #1: Stoke excitement for four super hot tacos during August’s Some Like It Hot Month.

ASSESSING THE ASK

Q: What are spicy food lovers looking for?

A: After some social listening research, we discovered people who like spicy food love a challenge. I smell a double-dog dare!

CAMPAIGN RESULTS

60k

Hot tacos sold in 30 days

7.2k

User-generated social posts

26%

Increase in social activity

2. TORCHY'S DOES DENVER

Task #2: After the success of SLIH, Torchy’s asked Tilted Chair to help launch its Denver location, their very first store outside the Lone Star State.

BUILDING EXCITEMENT

What if we built a microsite that was as entertaining as it was informative? Welcome to TorchysDoesDenver.com. And of course queso-capped mountains. Because, cheese.

CONTENT CREATION

We matched weekly construction updates with animated GIFs, and hilarity ensued.

TILTED DONE DID IT

People talked. Lines formed. Stomachs filled. Our job was done.

3. TACOS IN WACO

Task #3: Torchy’s in Waco had a wayfinding problem. Tilted Chair has waze of solving those. (See what we did there?)

WHAT’S WAZE?

If you’ve been getting around with paper maps over the last five years, Waze is the Google-owned jewel of new-age navigation apps. Waze aggregates traffic data real-time, and then helps users find the most efficient route to get to their destination. Tilted Chair activated Waze ads in combination with billboards along I-35 to help hungry highway-goers get to Torchy’s. And it worked. Like, REALLY worked.

CAMPAIGN RESULTS

3.9k

Waze actions

920

To-location navigations

2,105%

ROI (based on $12 ticket average)

1

Very happy client

STRATEGY

  • Communications Strategy
  • Campaign Development

 

PRODUCTION

  • Video Production
  • Photography
  • Animation

CREATIVE

  • Messaging
  • Graphic Design
  • Art Direction
  • Copywriting

 

MEDIA

  • Social Strategy
  • Planning
  • Buying
  • Scheduling

INTERACTIVE

  • Web Design
  • Web Development

CLIENT FEEDBACK

"THE TC CREW IS INSATIABLY CREATIVE, ENERGETIC, AND ALWAYS WILLING TO TAKE ON NEW PROJECTS. YOU KNOW THAT SECRET SCOOP OF GUACAMOLE IN THE MIDDLE OF YOUR QUESO? THAT'S TC."

Brittany Platt, Director of Marketing