- The new burger chain in Spain owes its exponential growth to its content marketing.
- The brand targets Generation Z, who are seeking authentic gastronomic experiences.
- After 25 active branches, the company projects to exceed 70 million euros in revenue this year.
How can a home delivery smash burger brand become a successful business for an entire generation? Their formula is simple, yet complex to execute. Vicio defines it as: “Tech, Product & Brand. Or in other words: fast, good, and notorious. Everything we do pivots on these three pillars.”
Vicio is the burger chain that is revolutionizing the way marketing is done with innovative executions that have allowed them to grow and position themselves in the Spanish market. Born during the pandemic as a “black kitchen,” since January 2022 they have maintained a pace of opening a new location every month. By 2023, they already had 25 physical establishments distributed throughout Spain. That same year their turnover reached 41.6 million euros. This represents an increase of 119% compared to the 19 million euros billed in 2022. For this year, 2024, the company projects to exceed 70 million euros in revenue. How have they achieved this growth?
Disruptive advertising campaigns by Vicio
Their commercial success is due to their marketing strategy through their advertising campaigns focused on Generation Z by comparing themselves to the competition and using celebrities. Here are some examples:
Nostalgia brought to new generations. In September 2022, Vicio collaborated with Jessica Goicochea, an influencer known for her impact on social media. The campaign included the launch of an exclusive burger designed in collaboration with the influencer. But that was not all, Vicio decided to launch a promotional recreating the Burger King commercial for the 1982 Super Bowl with the plastic artist Andy Warhol who at the end of the video says: “Hi my name is Andy Warhol and I just ate a hamburger.” In the same style, Vicio presented Jessica eating one of their burgers.
Content according to seasons and its target. Before the end-of-year holidays began, where many young people go out partying, Vicio presented Hangovercure.tv, a campaign that focused on positioning their burgers as the best option for a hangover. Through the launch of a “streaming” system, Vicio launched more than 200 exclusive videos to be hungover. They showed comical situations of people trying to recover from a hangover and discovering the perfect solution in a Vicio burger.
Hijacking the competition. Burger King is a brand that in its marketing strategy compared itself directly to its competitor McDonald’s. Vicio has followed a similar strategy but full of innovation. Putting into practice ambient marketing through guerrilla marketing, Vicio managed to infiltrate a McDonald’s employee congress. Vicio booked a night at the hotel where the congressmen were staying, and distributed brochures of the brand on the doorknobs of their rooms. The tactic proved to be effective, as the next day, they found numerous empty Vicio burger containers in the hallways.
No shame in collaborating with celebrities. Vicio has also proven to be irreverent on their social networks reflected in the way they interact with celebrities and influencers. This took it to the next level when they decided to launch a campaign where they sought to get a response from Kim Kardashian by copying one of her iconic Balenciaga looks but Vicio-style. If the famous influencer reacted, Vicio would give a whole week of free shipping. This strategy did not manage to get Kim to react, but it did get thousands of likes and comments from her followers.
Focusing on video content with celebrities and influencers. Through their YouTube channel, Vicio also generates entertaining and advertising content in their Cheat Meal section where we can find celebrities like BB Tricks, Judeline, Ben Yart, Recycled, La Zowi, Jedet and Belén Aguilera having a chat with the singer and artist Yenesi while eating a Vicio burger. In this way, we are seeing public figures in an organic interaction: eating and chatting.
Vicio’s success focuses on its innovation in creating content marketing, which focuses on identifying who the potential customer is and, based on that information, offering them content that captures their interest in order to retain them. Vicio’s target audience is Generation Z, young people born between 1997 and 2012, who have a strong presence on social networks and a natural inclination for digital trends. Generation Z seeks authentic and personalized gastronomic experiences, values transparency, sustainability and is attracted to innovative proposals. These factors align perfectly with Vicio’s offer, which is characterized by its fresh, modern and connected approach to urban culture. This focus on an urban, modern and striking design helps Vicio to stand out in a competitive market, appealing to an audience that values both style and substance.
We will be waiting for Vicio’s new campaigns.
