The Brief

Pancheros — a fast-casual Mexican grill with 70+ locations — wanted to boost visibility in one of their most important markets: Iowa and Michigan State University.

Our Approach

To celebrate National Burrito Day, we activated on the Iowa campus with an in-your-face, on-the-ground experience. While the store handed out free burritos, our team conducted street interviews—capturing bold student reactions, spicy takes, and the kind of raw campus energy that plays perfectly on social.

This activation was one piece of a larger strategy that also included our Take It or Double It burrito challenge at MSU—a viral, decision-based stunt that delivered big engagement and brand heat. Together, both campaigns built buzz on the ground and online, turning burritos into a cultural moment.

The Vibe

Street-style energy + free burritos = chaos in the best way. Students were surprised, hungry, and all-in on the challenge. The video felt native to TikTok and IG — and gave Pancheros a genuine presence in the MSU student conversation.