Cafe Rio – Carne Asada

Fun takes on 2020


Raise awareness for Cafe Rio's LTO menu item, while also relating to life during a pandemic.


A campaign that cut through somber pandemic ads, and spoke to the humors of the new reality.

Despite being in a pandemic, in order to celebrate the return of Cafe Rio’s fan-favorite dish, we took on the challenge of bringing humor back to advertising in a refreshing and relatable way. The “Best News of the Year” campaign combines Cafe Rio’s vibrant tone with empathetic insights into the new reality, to show how Carne Asada can brighten your day – maybe even year.

This campaign had a lot of success, selling out product in some stores and media placements reporting 70% returns.