Trejo’s Tacos
The Results
Total Online Readership: 6,697,878
Placements: 45+ outlets
The Opportunity
With a new Santa Monica location, Trejo’s Tacos was looking to draw attention in a way that reflected both actor/restaurateur Danny Trejo’s personality and connection to Los Angeles.
Rather than focusing on a traditional opening, the opportunity was to create something that felt rooted in the local community and culture while still standing out.
Our Work
The campaign came to life as a Taco Crawl tied to National Taco Day, inviting nearby restaurants to participate in a shared event. Guests progressed from stop to stop getting “passport stamps,” creating social interaction and a sense of achievement throughout the day.
Partnering with Downtown Santa Monica helped bring the concept together at a neighborhood level, giving the event a broad footprint.
The Results
The event drew robust local participation and media attention, with coverage across regional outlets and a broadcast segment on the day itself. The Santa Monica location saw high foot traffic throughout the event, with visibility extending beyond the activation.
Like These Results?
FAQ
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JS2 PR focused on creating a campaign that reflected the brand’s identity while connecting it to the surrounding community, planning and executing an event that encouraged participation at a local level.
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For campaigns tied to a specific moment, visibility is at its strongest when it comes from multiple sources. When different voices are sharing the experience in real time, it can rapidly expand reach within a local audience.
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When it comes to restaurants, seeing the experience matters to potential customers. When people encounter a place through someone else’s perspective, it can spark interest in a way that feels more personal than traditional promotion.