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Cinco To Go
We turned a coronavirus curveball into +2B impressions for good with Jose Cuervo.
Idea
#CincoToGo
With #CincoToGo, Jose Cuervo footed the bill on thousands of local Mexican takeout orders. Fans shared receipts online and Cuervo returned the favor with Venmo payments – supporting small businesses in the height of a global pandemic.
After a successful 2020, this has become an ownable program that helps Cuervo win the Cinco conversation year on year.
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Challenge
Normally, Cinco de Mayo is tequila’s big day. But in May 2020, all bets were off.
Insight
A party to most, Cinco de Mayo keeps local Mexican restaurants alive. But that changed in 2020 when the food & restaurant industry lost an estimated $240B in sales, causing 1 in 6 restaurants to close permanently.
#CincoToGo