Crepaway was introducing new beef and chicken Fajita sandwiches to their menu, and our primary aim was to drive sales and insights on taste preferences. We knew we had to take it back to the roots, so we went to the Fajita’s place of origin, Mexico, and got inspired by its traditional wrestling, “La Lucha Libre”. Since it was a social media campaign, we decided to collaborate with two well-known Lebanese food influencers, giving them their own Luchador personas: “Lucha Carne” and “Lucha Pollito”. The scenario of the video took place in a wrestling ring, where our influencers fought for the title of best Luchador. We wanted people to vote for their favorite sandwich, so we created collectable: Luchador stickers that people would receive every time they ordered one of the Fajita sandwiches. The incentive was winning a trip to Spain, and the person with the most stickers was to be the winner.
The social media content of the campaign consisted of games, fun facts and user generated content. The campaign wouldn’t just end with the announcement of the winners, the plan is to follow them throughout their trip and after, to create the perfect campaign closure.