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A CHALLENGER BURRITO BRAND
MOE'S SOUTHWEST GRILL
Moe's stands for Musicians, Outlaws, and Entertainers, embodying the founders' vision of a vibrant and rebellious spirit. We embraced this to reposition the brand, celebrating the universal rebel spirit within everyone. It inspired an unorthodox campaign and brand activation that truly reflects Moe's unique vibe.
Brand Positioning & Purpose
Consumer research indicating cheese is addictive within the human brain informed the creative strategy for Moe's queso campaign: Satisfy your cheese addiction.
For this PR and social influencer brand activation, an insulated device disguised as a Bluetooth speaker let people smuggle Moe's melty queso wherever they really needed it.
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