Case Studies: Jose’s Mexican Cafe & Cantina

Classic Restaurant, New Media

Jose’s Mexican Cafe & Cantina started their business in 1973, and always purchased newspaper and radio advertising for marketing. In 2009, they became interested in making the jump to broadcast television, and Kukui Marketing recommended a value package on a local network station.

When it came time to produce their 15-second television commercials, the client wanted to avoid looking like other Mexican restaurant ads that showed the same burrito plate, customers drinking margaritas and lots of grinning.

Kukui Marketing determined that Jose’s was a fun place to eat, family and sports oriented, and had a variety of fresh contemporary and traditional foods.

Typically, food television spots are very difficult to shoot, and most end up looking the same as the other. To break away from the expected, Kukui suggested using dancing food and happy faces, set to fun but definitely identifiable Mexican music. A combination of video, vector and stock photo was combined against a white with confetti background. TV Spot.

Very soon after their commercial aired, Jose’s enjoyed positive feedback from customers.

Kukui Marketing has also written radio scripts for client. Radio Spot.

Since engagement, Kukui has produced additional television commercials using graphics and a fun theme to break out from the media clutter.  

Jose’s also decided to take the leap into digital media in 2017 using a major news station website as its platform and has enjoyed amazing results without increasing the overall marketing budget.  Jose’s also relaunched their Facebook, Twitter and added Instagram pages to extend their social media reach. 

Today, in an ever increasing competitive environment, Jose’s Mexican Cafe & Cantina is still serving up Mexican Happiness and enjoying robust results from marketing efforts.