In a post-pandemic, inflation-driven landscape, families increasingly viewed dining out as a rare treat. Negative brand mentions for On The Border Mexican Grill and Cantina (OTB) increased by 43%, coinciding with rising inflation and societal apprehensions surrounding dining out in general. These concerns through social listening data shed light on the challenges of dining with kids: parents voiced frustrations about managing energetic children in public, avoiding judgment for loud or messy behavior, and finding meals that satisfied picky eaters. Dining out had shifted from a fun outing to a stressful task for many families.
To address these challenges, OTB sought to create a welcoming, family-centered dining experience that balanced fun and practicality. The focus was on authentically engaging with millennial parents, prioritizing entertainment and connection over traditional promotion to increase social engagement, followers and sentiment. OTB aimed to reposition itself as the ultimate choice for family-friendly dining.
Tapping into the millennial mindset, OTB recognized millennial parents’ preferences when it comes to expectations from a brand:
42% craved authenticity.
24% valued humor.
22% desired boldness.
Understanding these values, OTB leaned into its lively, family-friendly atmosphere to position itself as a brand that truly celebrates and embraces the realities of family life. By using humor and relatability, we aimed to authentically engage with millennial parents on an emotional level.
The restaurant focused on creating a space where kids felt comfortable, parents could relax and enjoy a moment to themselves, and meals remained affordable for families. This foundation laid the groundwork for a bold and playful social strategy that highlighted the chaos and joy of family life in a relatable way, demonstrating OTB’s understanding of its audience.
Authentic Humor Meets Strategic Playfulness
Influencer Selection Process: We partnered with five comedic influencers who had strong social followings, specialized in skit-style content, and maintained high engagement rates. Influencers were chosen not only for their ability to entertain but also for their authentic connection to family life within OTB’s geographic footprint. Prioritizing entertainment and relatability, the campaign focused on fostering genuine connections with audiences rather than pushing overt promotions.
Collaborative Content Creation: While we provided a creative brief, the influencers played an active role in content development. This collaborative process ensured the content felt natural to the influencers’ unique styles while seamlessly incorporating OTB’s offerings. The result was engaging, humorous content that resonated deeply with millennial parents, showcasing relatable moments from dining out with kids.
By collaborating with five creators across six posts, the campaign delivered remarkable results:
The campaign successfully boosted OTB’s perception among millennial parents. It reinforced the brand’s identity as a judgment-free, family-first destination where parents can unwind, kids can be themselves, and families can create lasting memories together.
