Launch Campaign
Taqueria Rojas
Ten years in. Thirty-three thousand people in three days.
The Films
Selected pieces from this campaign.
The anchor. Episode one.
The Teaser
Ten seconds. Cut to black before the news drops. Restaurants usually announce. We set up a cliffhanger and let the community wait for the payoff.
The payoff. 33,000+ views in 3 days.
The Commercial
A taco shop in Wilmington. 33,000 people watched it in three days. Most had never heard of Rojas. The community showed up because the launch was built for them, not at them.
A campaign of its own
The Food Truck Reveal
Their own food truck. A milestone ten years in the making. Entire Rojas family on camera — every generation in frame. A food truck isn't a new asset, it's a chapter. We built the campaign around that.
The numbers
33,082+
Organic views in 3 days
Zero ad spend
862
Interactions
Likes, comments, shares
262
Saves
Bookmarked for later
The Challenge
What was happening
Ten years in. They finally got the liquor license. Most restaurants would have posted a flyer. The community deserved a moment.
Our Approach
A news-style teaser that cut to black before the reveal. Then the commercial dropped. Two pieces, sequenced. An audience waiting for the payoff.
The Outcome
33,000 people in three days. Zero ad spend. The bar program had a crowd on day one.
The Work
Selected pieces from the campaign
What else changed during the engagement.
- The new liquor license was the actual revenue driver. The campaign gave it an audience on day one.
- No menu changes during the window. Weeknight cover lift is self-reported by the Rojas family.
- Reel virality was organic. Zero ad spend across the window.
Full credit, not hype. Numbers move because operators, kitchens, and marketing move together. We show what else shifted so the work reads honest.