Snapshot
Role: Account Manager & Strategic Campaign Manager (Suite 66)
Timeline: Sept-Oct 2023
Markets / publishers: 604Now, Taste Toronto/Montreal, Urba Vancouver/Calgary
Overview
My sales role at Suite 66 requires me to reach out to multiple different agencies and different teams within those agencies multiple times a day. Luckily I reached out to two members on the Mucho Burrito planning team at the exact right time as Mucho Burrito was launching a new Ghost Pepper Burrito flavour that fall. After several calls and revisions we were able to finalize the right publishers, tactics and launch dates for the launch of the Ghost Pepper Burrito. Instagram Carousels (with original photos from our publishers), Instagram taste test reels, and Instagram Single story slides helped make this launch a success across 4 different cities and 5 different publishers.
Objective
- Build awareness for the limited-time Ghost Pepper Burrito launch across Vancouver, Calgary, Toronto, and Montreal.
- Drive consideration and in-store intent by highlighting the new flavour, the “spicy” hook, and what makes it different.
- Reach core audiences (foodies, spicy-food fans, and fast-casual customers) through trusted local lifestyle/food publishers.
- Deliver a coordinated multi-city rollout with consistent messaging and clear posting dates across all partners.
Media delivered (what I sold)
- 3 short-form videos (Reels)
- 5 carousels
- 13 Instagram Single Story Slides
How we executed (high level)
- Held planning calls with the Mucho Burrito team to align on launch goals, key messages (the “Ghost Pepper” hook), campaign timing, and target cities.
- Built a multi-city rollout plan across partner publishers (Vancouver, Calgary, Toronto, Montreal), confirming which formats would run in each market (Reels, carousels, and story slides) and locking launch/posting dates.
- Utilized a work-back schedule on a shared Google Sheet to pinpoint what assets are needed, when they are needed by, when they’ll launch, when drafts should be approved etc.
- Coordinated content creation with each publisher (original photography for carousels + “taste test” style Reels), including brief sharing, creator alignment, and timelines for first cuts.