Zócalo

About the client

About Zócalo

There is a lot that makes Zócalo unique. From the concept Ärlig Mat (Honest Food) – listing every ingredient in their dishes, both on the website and on the receipt in the restaurant – to the fact that all of their dishes can be ordered with different kinds of meat or with vegetarian/vegan protein. They call themselves Fresh Happy Mex, and that is exactly what you experience in both the food and the restaurant setting.

Burrito, tacos or salad – what are you in the mood for?

Solution

Solution

Despite the ongoing pandemic, there are always people moving through the area around the restaurant, which is located in Mall of Scandinavia. The need for good, fresh lunches and dinners will always exist; what was needed was to communicate that Zócalo is there and remind people of that need. We also want everyone who has seen the ads to remember Zócalo, so that the brand is cognitively close at hand even if the craving for Fresh Happy Mex only arises a week later.

Because of this, it is important to communicate the brand consistently. The tools for this were partly video showing both the food and the unique setting – something that matters, as we want potential visitors to recognise the space from the ads. Beyond this, we have used, among other things, stories designed for interaction, since an interaction means the audience has likely taken in the ad at a deeper level than if they had simply scrolled past it.

All ads have been geographically limited to the area around the restaurant, as the goal is to be present for the people who move through it daily or are visiting.