Wahaca Southampton Opening
Brief 2 from D&AD’s New Blood Shift: Bring Mexican market eating to Southampton & engage the community in Wahaca’s opening. Insight The TEX-MEX food British people think of when imagining Mexican cuisine is inaccurate. Idea Reintroduce Southamptonians to Mexican food by getting them to disassociate the greasy, heavy Tex-Mex from authentic Mexican food. Execution Arrange an amnesty in which southampton locals give up their taco/fajita/burrito/nacho kits, sauce, seasoning and salsa and can trade it in for a plate of tacos at Wahaca.
Paper collection bags will be distributed via post (at targeted addresses) similar to charity collection bags, given out with samples, and placed at pick up points around the shopping centre.
The amnesty could:
•Allow Wahaca to position themselves as THE Mexican dining experience. •Disassociate Tex-Mex with authentic Mexican food.
•Show Wahaca as a brand that doesn’t take itself too seriously.
•Get rid of competition by the choice of the consumer which may lead to a stronger relationship.
•Exhibit Wahaca’s ethos of being a carbon neutral brand.
•How important community spirit is especially when dining so that it is an experience rather than jut eating for nourishment.