La Tolteca was looking for a fresh, memorable way to connect to both the English and Spanish speaking consumer, and aimed to increase positive public perception of their brand. Prior to partnering with CUATRO, the Valley restaurant had never engaged in a PR program of any kind. We created and led a multi-year, layered PR program, which included social media integration, local events and promotion, media outreach and seasonal bilingual radio and outdoor media campaigns.
In an effort to demonstrate La Tolteca’s commitment to the community it served, CUATRO created a new ‘charitable giving arm’ to the brand via the La Tolteca Burrito Project. The annual event, held at La Tolteca, brought together community leaders, dignitaries and celebrities from around the Valley to make 3,000 bean and cheese burritos in three hours, which fed thousands through St. Vincent de Paul food kitchens around the Valley.