QDOBA Queso deserves to be celebrated.

So we took a National Holiday and made it a 12-day queso celebration.  

National Queso Day has become an increasingly crowded occasion, with restaurant brands flooding the market with promotions, giveaways and queso-centric offers. As the brand with the best queso, bar none, QDOBA's challenge wasn't just to participate. It was to rise above the noise, claim ownership of the holiday and turn category leadership into purchases and rewards sign-ups.

THE INSIGHT: People come in for transactions, but come back for traditions. 

Consumers return year after year for seasonal rituals like Prime Day, MyPanera Week, and Pumpkin Spice Season because they feel bigger than a single offer. If we wanted to truly break through the noise on National Queso Day & have a lasting impact, the opportunity became giving people something to anticipate, celebrate and come back for. 

QDOBA’s fabulous queso is worthy of more than a day. It deserves a holiday season. 

We transformed a one-day promotion into a tradition around QDOBA’s most beloved product. Enter Diptember: 12 days of giveaways, prizes, and more to celebrate the QDOBA’s superior Queso.  

QDOBA activated Diptember as an integrated campaign supported by paid media, loyalty, social, and promotional experiences. The campaign centered around the 12 Days of Diptember and included major tentpole moments surrounding National Queso Day + National Guac Day as an added bonus. Media investments across Meta, TikTok, online video, display, and contextual placements amplified awareness and drove participation. 

By expanding a single promotional day into a repeatable annual tradition, we created an engine for engagement, loyalty acquisition, and growth. 9,457 new loyalty sign-ups (a 1700% increase YoY). Strong same store sales growth on Queso Day (+52%) and National Guac Day (+29%) - Exceeding our KPI of increasing sales by at least 10%.