This month, California Tortilla launches its first-ever Instagram campaign, asking customers to “Show Us Your Hot Sauce Face.” Starting this week, fans of the fast-casual restaurant can join in the fun by uploading their craziest, funniest pictures to Instagram with the hashtag #hotsauceface. At the end of the month, the most creative will walk away with the prize: 10 bottles of hot sauce, naturally.

While Instagram will serve as its primary platform, the campaign will integrate Facebook, Twitter and e-mail, leveraging their existing social media base to increase Instagram engagement and reach new audiences.  Throughout the month of January, the brand will run polls, quizzes, and featured posts across all platforms to help spread the word about #hotsauceface. 

“The Wall of Flame is such a unique part of our brand, and it’s something that our customers love,” says Laura Cissel, vice president of marketing for California Tortilla. “I have personally seen the excitement on the faces of new customers as they stand in front of it and try to take it all in.  And we felt this was a great way to capture that and share it.”

The campaign will run from now through February.

Fast Casual, Marketing & Promotions, News, California Tortilla