Mistress, a full-service independent creative agency based in Los Angeles, launched its first campaign for Qdoba Mexican Eats after winning, in July, the creative agency of record (AOR) account for the brand, which has more than 700 restaurants across the United States and in Canada. The campaign features a positive message reflecting the brand’s long-standing mission to bring flavor to people’s lives. At its core, the campaign sets out to educate people on the wide-range of flavors that Qdoba offers, pulling people in through the brand’s new tagline “United By Flavor.” From burritos, tacos, salads, burrito bowls, nachos, quesadillas and Loaded Tortilla Soup, Qdoba offers a range of entrée options that are prepared on-site and can be customized to fit personal tastes.
“Differences and disagreements seem to be at an all-time high today,” says Scott Harris, Mistress Creative Partner. “Qdoba wants to point out that when we all bring our differences together, it makes for a world richer than if we all stood apart. And, no matter how great all of these differences that set us apart may be, there is something greater that has the power to unite us all - our love for great flavor.”
To launch “United By Flavor,” Mistress and Qdoba created a brand film centered around the brand's Mexican street art and lucha libre heritage—the Qdoba Luchadors. Lucha libre is a term used in Mexico for a form of professional wrestling characterized by wrestlers with colorful masks and colorful personalities. The brand film tells the story of Qdoba’s focus and innovation in flavors through a chef as he is assisted by the iconic, animated luchadors while preparing fresh menu items.