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  • Grace Haymond

Innovative Ways Brands are Promoting Cinco de Mayo This Year

It’s not every year Cinco de Mayo falls on a “Taco Tuesday," and definitely not every year that we have to stay indoors because of an ongoing global pandemic. With people unable to celebrate this holiday in the traditional manner, gathering with friends and families, brands are finding some creative tactics to adapt to the situation.


Here are "cinco" examples of what brands are doing to promote Cinco de Mayo on this extremely unusual year.


For more examples of COVID-19 recovery tactics for brands and small businesses, check out CDA's recent ebook.


1. Jose Cuervo is Supporting Local Businesses

Small businesses are hurting now more than ever, so Tequila brand Jose Cuervo is emphasizing supporting local Mexican restaurants with their #CincoToGo campaign. Running from April 28 through May 5th, the campaign incentivizes consumers to order food from local, independent Mexican restaurants and tweet a picture of the receipt to Jose Cuervo’s Instagram with the hashtag, earning a chance to be reimbursed for the food order.


By focusing on supporting local businesses, the brand is authentically aligning its efforts with the emotional value of the holiday and providing audiences with a sense of community at a time when it is difficult to come by.


2. Chipotle is Being Unconventional

Chipotle is once again leaning into TikTok with their #ChipotleSponsorMe challenge, executed in collaboration with YouTube celebrity, David Dobrik for a chance to win a Chipotle Celebrity Card. The card grants free Chipotle food, and is only held by a “small, elite group of brand super fans who are celebrities, athletes and influencers,” according to Chipotle’s release.


In order to participate, users post a video on TikTok with the hashtag #ChipotleSponsorMe. Dobrik will review the submissions on Cinco de Mayo and select five lucky winners.


This isn’t the first time Chipotle has utilized TikTok to reach its tech-savvy, digital consumers. Back in early February, the chain reached 95 million people on TikTok during Superbowl LIV with a collaboration with Justin Bieber.



3. Taco Bell Emphasizes New Online Options

Taco Bell launched their “At Home Taco Bar” kit, which comes with all the ingredients to create popular menu options at home. Like many brands, they will also be releasing never-before-seen recipe cards on their blog, giving cooped-up consumers ample opportunity to create brand experiences from the safety of their own homes.


4. Tostitos is Hosting Virtual Experiences

Tostitos is blending a live streaming event with cause marketing by hosting a free online salsa dancing class via live stream, “Salsa for Cinco,” in partnership with actor Mario Lopez and his wife Courtney, aiming to raise money for UnidosUS Esperanza/Hope Fund.


The livestream will be on Tuesday, May 5 at 7pm ET on Mario Lopez’s Instagram Live page. Tostitos will donate $100,000 to start, and for every person who joins in the livestream, an additional $5 will be donated up to $100,000. UnidosUS will provide cash assistance to 125 low-income Latino families struggling to pay for basic needs, according to their partnership release.


5. Avocados From Mexico Uses Gamified Digital Experiences

Avocados From Mexico (AFM) is using Cinco de Mayo to introduce their new digital program, #HomemadeCinco. This gamified guacamole experience gives consumers a chance to win $500 by showing off their guac-making skills. Consumers are able to purchase ingredients through an online platform.


A digital wheel will randomly choose an extra ingredient for the homemade guacamole, and consumers are encouraged to post their creations with #HomemadeCinco, #Guacamole and #Sweepstakes and tag @AvocadoesFromMexico to be entered for a chance to win $50 daily prizes as well as a grand prize of $500.




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