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Quesada begins Share the Joy campaign

Toronto-based fast food chain Quesada Burritos & Tacos has begun a marketing campaign called "Share the Joy." The national social media effort, developed by Field Day, encourages consumers to share their happy moments in life. A series of online videos depicting such moments will be posted to the chain's social media pages, along with an invitation for viewers to contribute their own moments. The creative includes the tagline, "The Joy of Mex." The campaign also includes in-store materials at the company's 44 locations. Each store will include a message board where customers can post photographs and other materials. In addition, promotional workers will distribute free burrito vouchers to people seen doing something to improve the day of someone else.

"People told us it was friends and family versus monetary-based achievements that bought them the most joy," said Bill Anderson, head of marketing at Quesada. "We hope #SharetheJoy will spark more compelling social connections among fellow Canadians as well as a deeper awareness of what makes Quesada unique."

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