QDOBA - "#TheirWordsNotOurs Case Study"

FOR NATIONAL AVOCADO DAY, QDOBA SHIPS COMPETITOR A TRUCKLOAD OF TROLLING
Mistress Agency Stunt Reminds Fast-Casual Fans That QDOBA Is The Free Guacamole Expert

DENVER, CO, July 31, 2018 — For today's National Avocado Day, QDOBA Mexican Eats and agency of record, Mistress, creatively leveraged Chipotle’s own one-day-only free guacamole event against them. The high-profile #freetheguac stunt is the latest in a string of hackvertising activations aimed at teasing the burrito lifestyle brand.

“QDOBA’s been giving free guacamole and queso with entrées for a while now,” says Jill Adams, Vice President of Marketing at QDOBA. “When we heard Chipotle was trying to make a splash by giving out free guac for one day, we decided to remind them of their newbie status with a playful nudge.”

That nudge came by way of delivery truck loaded with crates of avocados and accompanying signage reading: “Hey Chipotle! Heard you are giving away free guac with an entreé today! From the people who have been doing that for a while now, we worry you’ve underestimated what it takes. Happy smashing! #NationalAvocadoDay.”

As free guac experts, QDOBA delivered 1,616 lbs. of avocados to three Chipotles, directly on its home turf in Denver including the original flagship restaurant. While the stunt was short-lived, its impact is twofold—not only is it generating significant buzz online, more importantly, the food was donated to the Food Bank of the Rockies.

“When we heard about this free guacamole day, with an opportunity like that presenting itself, we just couldn’t resist,” says Mistress Creative Director, Lixaida Lorenzo. “We knew that if we moved quickly to take control of the conversation, we could deliver a message that both resonates with consumers and stays true to the QDOBA brand.”

This latest stunt comes only a few months after QDOBA activated around Chipotle’s queso release.

About Qdoba:

At QDOBA, everyone is invited to live a more flavorful life. The QDOBA experience comes to life through its multi-dimensional approach to flavor, which encompasses its people, its restaurants and, of course, its fresh, craveable food. Through the Brand’s vision, guests and team members alike are encouraged to celebrate individuality and boldly craft a meal that’s packed full of flavors like 3-Cheese Queso and hand-smashed guacamole. Getting its start in 1995, QDOBA now has more than 740 restaurants in 47 states, the District of Columbia and Canada. Discover more at QDOBA.com and connect with QDOBA on Facebook, Twitter, Instagram, and YouTube.

About Mistress:

Based in Los Angeles, California, Mistress is an internationally awarded, full-service creative agency that applies the rigorous thinking behind traditional brand building to the pace and demands of modern media culture. In 2017, Mistress merged with fellow Los Angeles independent agency Supermoon adding metrics-based performance marketing and media capabilities to create a modern, re-imagined and re-bundled offering capable of servicing the unmet needs of today’s marketers. The agency has been awarded at Cannes, One Show, Shortys, Clios, LIA, D&AD, Andy, A-List Hollywood, and Game Marketing Awards. Mistress was 2016 PromaxDBA North American Agency of the Year and 2011, 2014 and 2018 Ad Age Small Agency of the Year award winner. For more information, visit www.mistress.agency.

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