Cinco de Mayo is by far the busiest day of the year for Mexican-themed restaurants. So much so that many brands pare back on advertising and promotion for that day, believing the business is going to be there anyway. As the CMO of Uncle Julio’s, a regional casual dining brand with considerably less budget than national competitors, Dan saw this as a big opportunity. Working closely with Dwayne Johnson’s sales and marketing teams, we created a Guac on The Rock promotion, where every guest that ordered a signature margarita made with Teremana tequila during Cinco de Mayo Week would be reimbursed for their guacamole order via a Venmo from The Rock himself. They advance-promoted on their collective social media and web platforms, as well as paid search and Meta, and had the busiest Cinco de Mayo in the history of the company…picking up considerable marketshare and much needed business momentum heading into peak summer season.