Project Background
To utilise creative marketing strategies to enhance the brand we have selected,
so they can compete and outperform their competitors.
Brand Background
Guzman y Gomez (Holdings) Ltd (GYG) is an Australian multinational casual-dining and fast food restaurant chain. They specialise in Mexican cuisine with burritos, nachos, tacos, quesadillas
and other Mexican-inspired items available. Guzman y Gomez was established in Sydney in 2006 by
New York City duo Steven Marks and Robert Hazan, and locally operates over 160 restaurants.
It has expanded internationally with locales in Japan, Singapore and the United States.
Objective
To attract young children to be a GYG regular customer.
To encourage parents or adults in general, to bring their children along when they dine in GYG.
This helps to increase GYG’s revenue since this broadens their potential target audiences’ age group.
To encourage parents or adults in general, to bring their children along when they dine in GYG.
This helps to increase GYG’s revenue since this broadens their potential target audiences’ age group.
Target Audience
Primary target audience: Children of ages 5-12 year old
Secondary target audience: Parents of the children
Secondary target audience: Parents of the children
Marketing Strategy
The "Where YUM meets FUN!" campaign promises an engaging and interactive dining experience
for kids, by incorporating games, puzzles, or activities on the menu to keep them entertained
before or while they eat.
For the main source of Marketing Strategy, Instagram posts promoting the new packaging
for the Little G’s meal and an advertising video of the foodtruck are posted on
the official Singapore’s Guzman y Gomez Instagram page.
Key Visuals
Designed a new packaging to rebrand the kids meal (Little G’s meal).
Vibrant colours are used to making it more appealing to the target audience.
Inside the packaging, besides the food, it contains stickers, taco maze and word search puzzle.
From left to right: Packaging designs for paper cup, bag and box
From left to right: Word search puzzle, Taco maze and Stickers
Mock-ups for packaging designs
Designed a foodtruck that has the same patterns and designs as the ones on the packagings.
The big taco on the top of the foodtruck helps to attract more potential target audiences.
Rendered Taco foodtruck on 3DSMAX
Taco foodtruck advertising video
Additionally, the foodtruck would be driving through Singapore, hence, would also attract the
attention of the people that the foodtruck passes by. This allows them to use the word of mouth
to help spread the awareness of this foodtruck and the new Little G’s meal packaging as well.
