Mucho Burrito promotes food diplomacy

Who: Mucho Burrito, with Arrivals + Departures.

What: A new campaign promoting The Tandoorrito, a Mexican and Indian-inspired burrito created in collaboration with Canadian chef Rick Matharu, a fusion chef best known as The Butter Chicken Lasagne Guy.

When & Where: The campaign includes 15-second and 6-second online videos, as well as social posts and a digital influencer campaign developed with Monica Narula Consulting.

Why: Pretty simple, really: It’s a promo campaign for a limited-time menu item, available until Oct. 17.

How: The creative leans hard into the idea of The Tandoorrito being a combination of cuisine from two different countries—spicy Tandoori masala, fresh cilantro and mint from India, combined with homemade pico de gallo in a burrito wrap from Mexico—by presenting it with the tongue-in-cheek B20 Global Burrito Summit that brings together culinary experts from different countries. The influencer component uses popular food and lifestyle influencers, and runs on Instagram until Sept. 26.

And we quote: “Mucho Burrito has a long history of curating fresh ingredients in exciting and unexpected ways, so when Arrivals + Departures approached us with the idea of collaborating with Rick to create something totally original, it just made so much sense.” — Anita Dewan, assistant marketing manager, MTY Group

Chris Powell