BarBurrito breaks new campaign
By Rob Bale
Fast food chain BarBurrito has begun a summer campaign that introduces new branding. The new brand identity includes an updated logo and visual style using the tagline, “Built for Craves.” The campaign focuses on the freshness of the ingredients used in its products, its in-house preparation and its customizable orders. The initiative features soccer player Alistair Johnston and online personality Lucas Lopez. The creative depicts Lopez as a spokescharacter called Coach Burrito who is “committed to helping Canadians satisfy their cravings.” The campaign will run nationally on TSN, Sportsnet, CTV, Global and Crave through the summer.
“Consumers have increasingly come to expect convenience at the expense of freshness,” said Marina Baric, vice-president of marketing at BarBurrito. “At BarBurrito, we've always believed great food should deliver both. BarBurrito has partnered with two distinctly Canadian personalities to expand the brand’s fan base. Alistair and Lucas don't seem like an obvious pair, a Celtic FC defender and a comedian with four million followers, but they play well together, and that's so on-brand for us.”