O’Tacos is a French fast food chain founded in 2010, with the first store opening in Bordeaux, France. Headquartered in Ivry, near Paris, O’Tacos has restaurants all over France and has also expanded internationally: it is found in various cities of Belgium, Marrakesh in Morocco, Utrecht in the Netherlands, and Brooklyn in the United States.
Since 2014 O’tacos decided to develop through franchising. Since then, they have known a great success. By the end of this year, the franchise network will have 220 restaurants in France and abroad. September 2018, O’tacos decided to broaden their horizon and open their first restaurant in The Netherlands, Utrecht. Done by Friday was asked to work out a campaign to create awareness around the opening and make a connection with the target group.
The key message was to let the target audience, youngsters, understand that O’tacos is not just a normal Mexican taco. It’s a tacos ‘the French way’.
That’s why Done by Friday created the concept #JustBetter. Within this concept, regular recognizable situations were pimped into over the top scenes. The result? Three spicy social videos that were distributed on Facebook, Instagram and YouTube.
In addition to this online communication bicycle seat covers were distributed in Utrecht and posters were to be admired throughout the city.