"Coming up with ads isn't enough anymore. As their partner, we proactively seek out smart, innovative ways to help our client's business grow," said Brian Shembeda, executive vice president and executive creative director at Leo Burnett, in a statement. "For National Queso Day, that meant inventing a spicier alternative to Qdoba's award-winning Queso."
The new item, Queso Apocalypto, was launched on National Queso Day, September 20, and will cater to a growing trend among younger consumers preferring bold, spicy flavors.
Qdoba's campaign to promote the Queso Apocalypto focuses on non-traditional advertising strategies, using social media, radio, digital, and influencer partnerships to reach younger millennials and Gen Z.
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