¡Birria! 2024

In January of 2024, Moe's Southwest Grill introduced Shredded Beef Birria for the first time. The art direction concept for this man-on-the-street guerilla style social campaign was born out of the many different attempted-pronunciations heard around the office (beer-iuh, bur-ria, bi-rrrrrria). It became apparent a fun and educational approach would highlight how delicious and authentic this protein is. This campaign saw the highest boost in social engagement, as well as store sales since the pre-COVID years. The protein itself was brought back by popular demand in 2025.