Overview

Mucho Burrito wanted to make a splash with the launch of their Ghost Pepper Burrito — a fiery new addition built to challenge even the boldest spice lovers. To support the launch, we created a social media campaign that teased, excited, and drove awareness in the weeks leading up to release.

Challenge

Limited-time offers are everywhere, especially in the fast-casual space. The challenge was: how do we build enough hype around one burrito to cut through the noise and make it feel like an event?

Strategy

We developed a tease-to-launch content plan designed to spark curiosity and conversation:

Teaser posts hinted at extreme spice without giving away the full reveal.

Countdown content built urgency, daring fans to get ready for the heat.

Launch assets showcased the Ghost Pepper Burrito as a bold, must-try hero item.

The tone leaned into FOMO and spice-challenge culture, making the burrito feel like more than food — it was an experience to brag about.

Results

Strong social buzz: Fans shared, tagged friends, and hyped up the launch online.

Awareness boost: The Ghost Pepper Burrito stood out as a limited-time product with real heat.

Cultural relevance: Mucho Burrito tapped into the spicy food trend in a way that felt bold, modern, and shareable.