Pancheros Mexican Grill Launches New Brand Campaign

IOWA CITY, Iowa – Pancheros Mexican Grill announced today the launch of a new brand campaign focusing on its fundamental differences from other fast-casual Mexican concepts: its fresh-pressed tortillas, perfectly-mixed burritos and fan-favorite queso.

“This campaign is the first truly integrated campaign we’ve produced that really focuses on what makes the brand different. For someone that’s never tried Pancheros, it highlights the fresh-pressed tortilla, mixing the perfect bite and our amazing queso. For our fans, it’s a great reminder of why they love Pancheros,” said Ryan Murrin, Vice President of Marketing and Franchise Development at Pancheros. “The campaign concept is a fresh new take on the brand personality and was designed to be social and digital first, where our fans are.”

Created by Planet Propaganda, a Madison, Wisconsin-based design and advertising agency, in conjunction with Panchero’s in-house marketing team, the campaign embraces Pancheros’ “IT” factors, leaning into its key differentiators through a series of content tailored for TV, video, social media, digital marketing and audio channels.

"We’ve loved collaborating with Pancheros for the past seven years to create effective, brand-forward creative work,” said Ben Hirby, Partner and Digital Creative Director at Planet Propaganda. “We think this new campaign's energetic, unique approach will drive awareness to bring new fans into the fold.”

Launching this month, the brand campaign will run through the end of the year, solidifying Pancheros as the burrito brand leader in the fast-casual market. The campaign is part of a robust marketing strategy revamp, as the brand continues to scale its marketing efforts for widescale growth in 2019.

About Pancheros

The beginning of Pancheros dates back to 1992 when Rodney Anderson opened the brand’s first restaurant in Iowa City, Iowa. Originally modeled after the Chicago taquerias that Anderson had visited often with his friends during his teenage years, the brand’s pursuit of constructing a better built burrito launched Pancheros into an evolution based on simplicity and fresh-pressed tortillas.

Since it’s humble beginnings, Pancheros has earned a loyal following for redefining the standards of modern burritos by using fresh-pressed tortillas and perfectly-mixed ingredients with the help of BOB the Tool, a unique plastic spatula used to carefully mix ingredients together to create the perfect taste in every bite.

Amid its popularity, the brand has successfully grown from its roots and today a robust franchising program has led to approximately 70 locations across 13 states.

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