California Tortilla, the Rockville, MD-based restaurant chain, wanted to stay relevant during the 2008 presidential election, so it developed burritos named for Barack Obama and John McCain: the O-Chili-Bama and McCain-Chilada. To boost the end of the effort, the chain handed out free tacos on Election Day to customers who could prove they voted.
Strategy
The goal of the initiative was to drive sales with a new product offering and build buzz around the election theme. “At California Tortilla, we are ...