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Elevating Emotions: How Mucho Burrito's "Love Mucho" Campaign Leverages Reticle AI for Brand Resonance

July 29, 2024

This summer, Mucho Burrito, a beloved Mexican fast food chain, launched its "Love Mucho" campaign, aiming to forge deeper emotional connections with its audience. The driving force behind this campaign? Hotspex Media's innovative tool, Reticle AI.

The Power of Emotional Resonance

"Love Mucho" isn't just another ad campaign; it's a carefully crafted strategy to align with the emotions of Mucho Burrito’s customers. The campaign is designed to evoke feelings of courage, warmth, and inclusiveness—qualities that resonate deeply with both existing and potential customers. In a market saturated with rational appeals and limited-time offers, Mucho Burrito is taking a bold step to differentiate itself through genuine emotional engagement.

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Reticle AI: The Technology Behind the Magic

Reticle AI, developed by Hotspex Media, is a cutting-edge contextual targeting tool that goes beyond traditional advertising metrics. By analyzing and selecting online videos that are uplifting, creative, and relatable, Reticle AI places Mucho Burrito's ads in environments that enhance emotional impact. This strategic placement increases ad recall and improves return on ad spend (ROAS), delivering a superior advertising experience for both the brand and its audience.

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A New Direction for Mucho Burrito

Fabio Orlando, VP of Marketing for Mucho Burrito, emphasizes that "Love Mucho" represents a significant shift in the brand's positioning. Moving away from the widely-used tagline "Fresh Mexican Grill," Mucho Burrito is embracing "Modern Mexicana"—a blend of traditional Mexican values and modern culinary innovation. This new direction honours the past while creating a welcoming and contemporary dining experience.

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Connecting with Younger Audiences

In an effort to reach a younger demographic, the campaign targets individuals who enjoy dining with friends and family and are open to trying new flavours. Mucho Burrito aims to make every customer feel like a familiar guest rather than just a transaction, fostering a sense of community and belonging.

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Check out our feature in Media in Canada here.

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We’re excited to share that Reticle AI is a finalist for Best Use of AI at the 2025 Digiday Media Buying and Planning Awards for our Love Mucho campaign with Mucho Burrito! The Love Mucho campaign was all about emotion-driven marketing—building a real connection between Mucho Burrito and its audience while also driving in-store visits and online orders. Instead of relying solely on traditional targeting like demographics or in-market signals, we used Reticle AI to place ads in emotionally relevant environments.

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