Salsa Mexican Grill
The challenge
The directors of Salsa Mexican Grill made the decision to introduce an authentic Mexican brand of superior quality to the SA market.
Social Bite Media was entrusted with the responsibility of giving life to this brand. Right from the beginning, the founders sought the involvement of Social Bite Media, and together, we developed the brand's distinctive personality and crafted a comprehensive strategy for its successful future.
services
Marketing Strategy
Creative Campaigns
Social Media
Events
Influencer Management
Photography
The result
A strong brand emerged in a previously, not popular South African category. Brand adoption by the public was astounding with restaurants booked out weeks in advance and with an acquisition by Famous Brands, just one year post launch. With over 20 000 social media followers, 11 franchised stores and the acquisition, during the four years of our engagement.
The Salsa Mexican Grill brand identity was created with a trendy and quirky tone in order to capture a fresh and playful personality. Social Bite Media was assigned by client as their internal agency. Our objective was to market the passion for the food and lifestyle found in Mexico's colourful street markets.
Our approach to experiential marketing was all about letting more and more people in SA discover the magic that Salsa experienced when it started exploring the food markets of Mexico. Their customers got the experience of feeling some of the incredibly rich culture of Mexico through events of celebration of life through its version of the Mexican Day of the Dead and Cinco De Mayo. They created a great awareness and education regarding the stores and Mexican culture. This was often achieved through successful partnerships we created with well known suppliers.
