PROJECT: Uncle Julio’s Chocolate Piñata
Uncle Julio’s is focused on creating “made from scratch” tableside memories for their guests. The day they revealed to us this magical dessert, The Chocolate Piñata, we knew it had the potential to be a game changer. This dessert is a hand made ball of decadent dark chocolate stuffed with homemade churros and fresh fruit. It is served suspended on a platter with from scratch caramel sauce and fresh whipped cream. The guest is given a mallet to smash open the piñata and delight in discovering what falls out. It is simply the best dessert experience ever dreamed up.
There is nothing like the Chocolate Piñata anywhere else. Our strategy was just as disruptive as this dessert. No other Mexican restaurants are advertising desserts, they are all focused on entrees. We used this to our advantage and created an integrated marketing campaign centered around Chocolate Piñata video. We’re talking a high impact :15 TV spot, storytelling video on the microsite, pre-roll, social video, and promotion encouraging guests to take their own video.
The Chocolate Piñata is the most successful new menu launch in Uncle Julio’s history.
Because of these strong results, Response Marketing was recognized with Uncle Julio’s prestigious “Strategic Partner of the Year” award.