Mendocino Farms: The Return of the Banh Mi
TURNING A CULT FAVORITE INTO A CULTURAL MOMENT
For the return of Mendocino Farms’ fan-favorite Banh Mi, TAILWIND developed an integrated social and creator campaign designed to build anticipation, drive engagement and turn a menu relaunch into a brand moment.
At the center of the campaign was the Banh Mi Fan Experience, a socialfirst giveaway offering one winner + guest an all-expenses-paid trip to Los Angeles and a curated food experience with LA food personality Rick Lox.
TAILWIND developed and executed the campaign end-to-end, from concept and creator strategy to partner outreach, giveaway management, content direction and experiential production. The winner experience culminated in a curated LA sandwich tour featuring Lorenzo, The Cheese Store of Beverly Hills and Carla Cafe, connecting Mendocino Farms to LA’s broader food culture before ending at Mendocino Farms for the returning Banh Mi.
SOCIAL + CREATOR AMPLIFICATION
Creator-led content elevated and extended the experience beyond the giveaway, using Rick Lox’s trusted food POV to introduce the campaign, showcase LA sandwich culture and build excitement around the Banh Mi’s return.
1M+ CAMPAIGN VIDEO VIEWS
3.2% ENGAGEMENT RATE
PARTNERSHIP WITH LA FOOD INFLUENCER RICK LOX