The Love Mucho campaign was all about emotion-driven marketing—building a real connection between Mucho Burrito and its audience while also driving in-store visits and online orders. Instead of relying solely on traditional targeting like demographics or in-market signals, we used Reticle AI to place ads in emotionally relevant environments.
Why It Worked
Strategic Targeting: Reticle AI identified where Mucho Burrito’s audience was most engaged, focusing on platforms like YouTube, Spotify, video games, and Instagram, where their 18-34 demographic over-indexed.
Emotional Resonance: Instead of pushing limited-time offers or purely rational benefits, we leaned into creative, open-minded, and friendly content categories—driving a 19% brand lift compared to just 6% with traditional in-market signals.
Actionable Insights: Reticle’s AI-powered approach didn’t just boost engagement; it helped optimize media spend for real-world impact, ensuring ads were seen in environments that maximized both brand perception and sales conversions.
The Results
✔ 88.45% video completion rate
✔ Significant brand lift vs. affinity and contextual targeting
✔ Increased store traffic and online orders through location-based activation
This campaign was about more than just driving awareness. It was about creating an authentic brand connection that translated into business results.
We’re proud to be recognized among some of the most innovative campaigns in media buying. Congratulations to all the other finalists!
Check out the full list of finalists here.
