ABOUT

The client needed people to be educated about what a Pincho is, since it's the name of the restaurant, and to create brand awareness for existing markets and new markets as they start to franchise. Instead of focusing only on the pincho, our campaign aimed to educate people on what the restaurant was about: creative food made from high quality ingredients. Through the tagline Free Your Foodie we targeted Millennials who might or might not consider themselves 'foodies', but have a desire for creativity and quality when it comes to fast-casual restaurants, which is what Pincho Factory offers. Then the art direction was chosen because foodies can often see food as art, so linking local and famous artists to the food items will speak to the audience to say that Pincho is the right fast-casual for them and that their food is just as creative and good as the pieces portrayed.