ROCKVILLE, Md. — California Tortilla won two "RACie" Awards from the National Retail Federation/Retail Advertising & Marketing Association at a ceremony Feb. 26 in Las Vegas.
The first award was a Silver Medal in the Single Media Print Campaign (small) in Q1-Q3 for their Rock, Paper, Scissors printed materials. Their other medal was a Bronze in the Multi-Media Campaign (small) in Q4 for the O-Chili-Bama vs. McCain-Chilada competition.
The Rock, Paper, Scissors promotion enticed customers to play the childhood game with their cashier, with discounts on the line, for six consecutive Wednesdays last summer. It all culminated with a near-record breaking 512-person tournament at Merriweather Post Pavilion in Columbia, Md.
During the election season, California Tortilla introduced burritos inspired by presidential candidates Barack Obama and John McCain, and kept track of their sales for three weeks. The chainwide sales victory of the O-Chili-Bama, announced on Nov. 3, predicted Obama's eventual election the following day. The program combined collateral, in-store marketing, e-mail/web and video components.
Both of the programs were developed by California Tortilla director of marketing Stacey Kane, with support from Hirshorn Zuckerman Design Group and Brotman·Winter·Fried Communications.
The RACie awards are presented annually at the Retail Advertising Conference.
