Pancheros Mexican Grill announced the launch of a new brand campaign focusing on its fundamental differences from other fast-casual Mexican concepts: its fresh-pressed tortillas, perfectly mixed burritos and fan-favorite queso.

“This campaign is the first truly integrated campaign we’ve produced that really focuses on what makes the brand different. For someone that’s never tried Pancheros, it highlights the fresh-pressed tortilla, mixing the perfect bite and our amazing queso. For our fans, it’s a great reminder of why they love Pancheros,” says Ryan Murrin, Vice President of Marketing and Franchise Development at Pancheros. “The campaign concept is a fresh new take on the brand personality and was designed to be social and digital first, where our fans are.”

Created by Planet Propaganda, a Madison, Wisconsin-based design and advertising agency, in conjunction with Panchero’s in-house marketing team, the campaign embraces Pancheros’ “IT” factors, leaning into its key differentiators through a series of content tailored for TV, video, social media, digital marketing and audio channels.

“We’ve loved collaborating with Pancheros for the past seven years to create effective, brand-forward creative work,” adds Ben Hirby, Partner and Digital Creative Director at Planet Propaganda. “We think this new campaign’s energetic, unique approach will drive awareness to bring new fans into the fold.”

Launching this month, the brand campaign will run through the end of the year, solidifying Pancheros as the burrito brand leader in the fast-casual market. The campaign is part of a robust marketing strategy revamp, as the brand continues to scale its marketing efforts for widescale growth in 2019.