Social Advertising


The Challenge

A smaller player in the growing healthy QSR market, Zambrero was struggling to get cut through against bigger brands like Guzman y Gomez and Mad Mex.

While the brand has a strong presence in Western Australia, its eastern seaboard brand recognition and consideration was low, with the brand’s ‘mexican with a mission’ purpose largely unknown.

Edge was challenged with developing a fresh approach to social media amplification that would reach its core customer bases and drive increased sales across the franchisee base.





Edge developed a new targeting criteria for Facebook, Instagram, YouTube, and Snapchat, based off the customer segmentation provided by Zambrero, and overlaid store location radius targeting to minimise wastage. This allowed us to reach their target audience at scale through a combination of narrow geotargeting and relevant but broad user targeting.

Targeting was based on Zambrero’s two core customer segments, Habitual Health Hunters and Frequent Fuelers. To recreate these audience in Facebook, Google and Snap Ads systems, a mix of interest and behavioural targeting was used, along with demographic targeting.


Optimising the


Alongside a new targeting approach, Edge also provided creative recommendations to Zambrero’s in-house design team to ensure that all assets were developed in line with platform best practice and campaign objectives.

We pushed Zambrero to trial new ad formats and begin A/B testing creative.

With Edge’s guidance, social content was developed for Facebook, Instagram and Snapchat, trialling a range of new ad formats for Zambrero, including Instant Experience, bumper ads, and carousels.


We used social to consistently drive return on investment for Zambrero with the only metric that matters: sales.


Sales uplift against 85% target (National Burrito Day)


Sales target for Burrito bundle campaign