There's a big issue in Mexico about the creation of branded entertainment, basically because there are only two big broadcasting companies who monopolize 90% of it. From the creation, to the production, the quality is low; their formats are very rigid and very expensive. These formats are often sold directly to the clients without the consent of agencies, so it´s hard to create a well produced, relevant idea.

The challenge was to contact the consumer on a human level, something the fast food category in Mexico doesn't do. All the communication focuses on hard sale messages. The timing was critical because it was launched during Christmas, a good time to pay homage to those who cannot have dinner at home when everyone else reunites with their loved ones. The strategy was to make the brand relevant as a enabler of amazing family moments by joining them with a surprise dinner after many months or even years of not seeing each other.

In two months, we got 700 stories from north to south of Mexico. 184 thousand visitors to the site, more than 22 thousand new fans on Facebook. The PR value of non-paid media was around 5 million dollars.