¡Birria! on the Street

In 2024, Moe's Southwest Grill introduced their take on Beef Birria for the first time. The art direction for this candid style social campaign was inspired by noticing the humorous attempts at pronunciation in the office —"beer-iuh" , "bur-ria", "be-rrrrrria". This fun educational approach highlighted how delicious and authentic this protein is. This campaign saw the highest boost in social engagement, as well as in-store sales since the pre-COVID years.