Cinco To Go
We turned a coronavirus curveball into +2B impressions for good with Jose Cuervo.
Idea
#CincoToGo
With #CincoToGo, Jose Cuervo footed the bill on thousands of local Mexican takeout orders. Fans shared receipts online and Cuervo returned the favor with Venmo payments – supporting small businesses in the height of a global pandemic.
After a successful 2020, this has become an ownable program that helps Cuervo win the Cinco conversation year on year.
Challenge
Normally, Cinco de Mayo is tequila’s big day. But in May 2020, all bets were off.
Insight
A party to most, Cinco de Mayo keeps local Mexican restaurants alive. But that changed in 2020 when the food & restaurant industry lost an estimated $240B in sales, causing 1 in 6 restaurants to close permanently.
#CincoToGo