Baja Fresh is a chain of fast-casual Tex Mex restaurants (owned by Wendy’s) that emphasizes fresh ingredients. Their motto is “no microwaves, no can openers, no freezers, no lard and no MSG”.  Research showed that Baja Fresh customers thought of themselves as independent and didn’t think of Baja Fresh as fast food.

So we didn’t want to make people feel like they were watching a typical food campaign. We wanted to create an atmosphere that felt natural, real, and fun.  Something the Baha Fresh customer relates to and new customers want to be a part of.  Which is how we ended up creating a cross-platform campaign with traditional (TV and radio) as well as digital components.  Our anthem that celebrated the Baja Fresh experience was – “Eat Life Up”.