13th Annual Shorty Awards Categories

The Shorty Awards honor the talented agencies, brands, and industry leaders behind the best and most innovative work on social media and digital channels, campaigns, websites and applications. The early deadline is on December 3rd, 2020.

From the 10th Annual Shorty Awards

How QDOBA Trolled Chipotle and Won the Twitter Queso Wars

Gold Distinction in GIFs

Entered in Art Direction, Twitter, User-Generated Content

About this entry

For more than a decade, QDOBA has owned the queso space and has never had any major challengers. Until Chipotle decided to throw its hat into the ring by launching a queso of its own. And the much-smaller QDOBA faced a new challenge: how was it supposed to compete against Chipotle's tortillian-dollar advertising budget?

Surprisingly, the internet threw shade about Chipotle's new queso in a not-so-positive way. When QDOBA started seeing these negative comments about Chipotle's queso, they realized they had an opportunity to be strategic in their social messaging, if they moved quickly to take advantage and ownership of the queso social chatter.

Why does this entry deserve to win?

While Chipotle was getting negative queso reviews, QDOBA launched #TheirWordsNotOurs, a campaign on Twitter where all the content was sourced from QDOBA fan tweets. We turned our favorite QDOBA queso-loving tweets into animated GIFs, and amplified these GIFs through a paid media strategy targeted against Chipotle consumers who mentioned queso.

But the fun didn't end there. "TheirWordsNotOurs" was also used for some savage trolling by responding to negative Chipotle queso tweets with a tongue-in-cheek QDOBA GIF reaction with a redemption coupon for QDOBA's queso.


QDOBA's #TheirWordsNotOurs Twitter campaign garnered more than 13.4M impressions, 3.5M media views, and over 90K engagements within the first 24 hours. Not only did our campaign have a massively positive sentiment rate, we surprised and delighted unsuspecting Chipotle Queso haters with 3,000 witty custom tweets from QDOBA, including a coupon code to redeem queso for their taste buds.

Not only did QDOBA rightfully own the queso conversation in social, they also were able to deliver a positive QDOBA queso message to Chipotle queso haters and a chance to convert these Chipotle queso haters into QDOBA queso lovers.


Video for How QDOBA Trolled Chipotle and Won the Twitter Queso Wars

Produced by

Mistress, QDOBA


Entry Credits

About the Shorty Awards

The Shorty Awards honor the best of social media.

Millions of people participate in The Shortys to recognize individuals and organizations producing great content on Twitter, Facebook, YouTube, Instagram, Twitch, TikTok, Snapchat, and the rest of the social web.

the 13th annual shorty awards for brands and organizations is open for entries! early deadline on dec 3rd, 2020.