Case Study
Inspiring a LOTA Love for New Mexico’s Hometown Burger
Client: Blake’s Lotaburger
Marketing Strategy | Campaign Development | Paid Media | Digital Marketing
The Need
Blake’s Lotaburger is New Mexico’s quintessential hometown burger chain. Started in New Mexico in the 1930s, the chain inspires a LOTA love and and a LOTA opinions among New Mexicans.
On the heels of a change in ownership and a few menu updates, Blake’s wanted to reinforce its local roots and its commitment to creating the highest quality burger in the Land of Enchantment with the freshest ingredients available.
The goal of the campaign was to influence choice among diners at quick service restaurants in New Mexico and to build brand loyalty.
The Analysis
Working with local data providers, we built a profile of the typical quick-service restaurant diner in New Mexico.
We then built a SWOT analysis for Blake’s to determine where the strengths, opportunities, and weaknesses were.
Using the audience profile and the SWOT analysis, we created persona profiles that represented the audiences most likely to have an affinity for Blake’s and to visit a restaurant.
Across our persona profiles, two preferences stood out: a desire for fast, high-quality service and a desire for fresh, high-quality food. This second preference aligned clearly with Blake’s commitment to using the freshest ingredients possible.
The Analysis
Working with local data providers, we built a profile of the typical quick-service restaurant diner in New Mexico.
We then built a SWOT analysis for Blake’s to determine where the strengths, opportunities, and weaknesses were.
Using the audience profile and the SWOT analysis, we created persona profiles that represented the audiences most likely to have an affinity for Blake’s and to visit a restaurant.
“Across our persona profiles, two preferences stood out: a desire for fast, high-quality service and a desire for fresh, high-quality food. This second preference aligned clearly with Blake’s commitment to using the freshest ingredients possible."
The Insight
The Fresh Takes campaign centered one of these key differentiators: fresh ingredients.
Unlike other fast food hamburger chains, Blake’s uses real, fresh, local ingredients in their burgers, chicken sandwiches and burritos. Each of their items is cooked fresh to order, not pulled out of a vat of warming liquid. The Fresh Takes campaign doubled down on the difference fresh makes. The establishment’s local roots and commitment to New Mexico underpinned the campaign.
The Fresh Takes Campaign
The campaign centered key Blake’s menu items, including the double Lotaburger, the breakfast burrito and the chicken sandwich. Large, bold headlines on digital and paid social assets captured attention quickly and communicated our message succinctly.
Video
On the video side, we filmed Blake’s head chef actually preparing a Blake’s Lotaburger and breakfast burrito, highlighting the fresh ingredients that go into every Blake’s order.
Experiential
At experiential activations throughout the state, we brought fresh food and a better day to individuals throughout Albuquerque.
Results
The Fresh Takes campaign generated more than 25 million impressions across New Mexico and parts of Texas and Arizona, increasing visitors to the website by over 75%.
It far surpassed industry benchmarks on digital channels, including display ads and paid search ads. It also surpassed industry benchmarks on paid social channels, including TikTok and Snapchat.
