[JUDGING] Zambrero Ireland
Section: Instagram Brand
Organisation Name: Zambrero Ireland
Instagram Questions
Name Of Brandclient
@zambreroireland
Personpeople Who Leads This Account
Arden Stringer, Abi Atanacio
Link To The Web Version Of Your Instagram Account
https://www.instagram.com/zambreroireland/
Do You Use Alt Text In Your Images And Caption Your Videos
Yes
Outline Your Instastrategy - Why Is Instagram For You
Instagram is the natural home base for Zambrero Ireland because it's where many of our customers already live and scroll: students, young professionals, and the after-work/after-gym crowd who make quick, visual decisions about where to eat next. It allows us to showcase our visually attractive product, and Reels let us show it being built, piled high, and devoured in a way a static menu board never could.
But the bigger reason is that Instagram is where we get to express our personality, not just our product. It's the sometimes chaotic energy of the brand comes through, whether that's our General Manager Darragh doing videos in character, capturing the vibes at a concert food truck service, or content featuring our "Zam Fam," a willing group of staff that help bring the brand to life on socials with trending content tailored to us.
And we wouldn't be Zambrero if we didn't also use our platforms, wherever they are, to talk about our Plate4Plate mission, where we remind people that every time they purchase a burrito or bowl from us, one is donated to someone in need through our charity partner Rise Against Hunger. It's also where we share recaps of our in-person activations where we put Zambrero in the hands of our target audience, (like the Summer Social with Project Padel), and also where we have the most fun letting a town in Ireland know they're getting a new Zambrero!
How Can You Measure Impact To The Bizorg
On the platform itself, we look at engagement rate, saves, and shares, since those are the signals that tell us content is actually landing rather than just being seen. Reach and Reel plays matter too, especially around new store openings, where a spike in local reach is a good indicator for if the locals have gotten the news.
Beyond the platform, the real test is whether social activity moves business outcomes: foot traffic and an increase in sales tied to a specific promo or QR code, or new store opening. In the case of our 25 Stores campaign featuring Greg O'Shea, the businesses reported a 10% increase in sales compared to the past two months, resulting in the best ever months revenue for Zambrero sales in Ireland!
We use these insights to adjust our strategy; for example, our content featuring real Zambrero staff always out performs a static image of a burrito, so we've created an entire workflow around making this process easy to execute internally, from trend trackers, to a shared group chat for easy content briefing and sharing.
Because Zambrero operates as a franchise, the value of these insights doesn't stop at head office; it also matters to the people running the stores day to day. So we make a point of translating what we're seeing into something local franchisees can actually act on, rather than letting it live in a report that only we see.
Link To An Example Of A Great Update Include The Stats Business Accounts Have Metrics For This Update Tell Us The Purpose Of This Update
https://www.instagram.com/reels/DTf5nEzipk8/ 105k views, 4.2k likes, 63 comments, 71 reposts, 133 saves, 74121 accounts reached. The purpose of this campaign was to position Zambrero as the ultimate "New Year's Resolution Hack." We took this seed of a concept and shortlisted creators who would be able to bring humour and cultural relevance to the idea and to Zambrero Ireland. We landed on Darren Conway, known creator and comedian. Our piece together read more like a hilarious New year's piece of content than an Ad, while still having the pay off we were looking for. We also conducted a supporting piece of content where Darren conducted street interviews, asking people what their New Year's Resolutions were, and handing them a voucher. The feedback was so stellar on this campaign that we have since worked with Darren again to connect more with our target audience, and focus on story telling rather than just selling.
Link To A 2nd Example Of A Great Update Include The Stats Business Accounts Have Metrics For This Update Tell Us The Purpose Of This Update
We're always trying to figure out new and engaging ways to announce a new Zambrero opening. We had a great content plan around our Marina Market location opening in Cork back in May. The plan started with an announcement video from head office (https://www.instagram.com/reels/DYMPIMXjqzQ/). Then, closer to the opening, our next piece was a voucher scavenger hunt where we hid vouchers to different menu items around Marina Market for people to come hunt down, secure, and use later at our opening. We used to do teaser riddles on socials to create a bit of hype around a new opening, and this worked really well. Now, we try and approach openings the same way, but with a bit more of an in person element.
(https://www.instagram.com/reels/DYe5MuKFDly/)
8.6k views, 160 likes, 6 comments, 7 reposts, 106 shares.
Link To A 3rd Example Of A Great Update Include The Stats Business Accounts Have Metrics For This Update Tell Us The Purpose Of This Update
A small update in the grand scheme of things, but a close one to our hearts was the Zambrero Crocs charm update! Our GM Darragh loves his crocs so he ordered a ton of croc charms. From there, we developed a mini-campaign in support of this rogue idea. We gifted crocs, the charms, and other Zambrero merch to key influencers, and created a social media competition to win your own Zambrero croc charms. The best part was the competition video was a video of Darragh dancing in his beloved Crocs. THIS is Zambrero! We aren't easily embarrassed or easily discouraged from a silly idea, and we think that resonates with our audience.
https://www.instagram.com/reels/DbXoseXkwXW/
81.k views, 336 likes, 253 comments, 5 reposts, 10 saves.