Pancheros Mexican Grill

save the bobs campaign

In an effort to create more buzz around the Pancheros rebranding, we created a campaign inspired by Bob The Tool—used to mix burrito ingredients for a balanced flavor experience. Bob had become such an iconic part of their brand that some loyal customers would ask to keep the Bob used to make their burrito as a way to remember their better burrito experience.

So, after noticing a disturbing downturn in the number of newborns named Bob over the course of the 20th century, we created a parody PSA campaign aimed at finding all the Bobs left in the world. With the help of a standalone website, various digital and print pieces, and a Facebook app that would identify anyone with the name Bob, we were able to attract thousands of customers to Pancheros locations throughout the US on what became National Save The Bobs Day.