---
title: "QDOBA's Avocado Truck Stunt"
url: https://stacklist.com/card/125c1e59-f2a3-4bc9-9cd8-bdae05c5038b
source_url: "https://shortyawards.com/11th/qdoba-ships-competitor-a-truckload-of-trolling-on-national-avocado-day"
stack: https://stacklist.com/c/business/stack/891b2fa8-cd65-4c3b-a1c2-07343116dd6b
summary: "QDOBA executed a real-time marketing stunt during National Avocado Day by delivering a truck loaded with 1,616 lbs of avocados to Chipotle locations in Denver, generating over 100 million earned media impressions. The campaign demonstrated QDOBA's brand expertise in guacamole while playfully trolling a competitor on social media."
tags: "social-media, marketing-campaign, brand-awareness, real-time-response, guerrilla-marketing, food-beverage, stunt"
key_entities: "QDOBA (organization), Chipotle (organization), National Avocado Day (event), 11th Annual Shorty Awards (event), Denver (location), BuzzFeed (organization), CNBC (organization), Reddit (organization), earned-media (concept)"
classification: "analysis"
content_hash: "sha256:05b374ec74b77b05709f9e36740fd98adb685ede892497aaa2f10350e50520ce"
acp_version: "0.2"
token_counts_approximate: 1315
visibility: public
agent_accessible: true
status: "final"
---

# QDOBA's Avocado Truck Stunt

THE 14TH ANNUAL SHORTY AWARDS The Shorty Awards honor the best of social media and digital. View this season's finalists! Campaign Brand Awareness Campaign Foreign Language Campaign Global Campaign Integrated Campaign Launch Campaign Local Campaign Multi-Platform Campaign Multicultural Campaign Rebrand Campaign Social Good Campaign Content and Media Blog & Micro-blog Brand Voice Branded Content Branded Series Contest or Promotion Copywriting Email & Newsletter Episodic Meme, GIF, & Emojis Micro-Site Single Post or Activation Use of Viral Content User-Generated Content Creator & Influencer Partnerships Instagram Partnership Multi-Platform Partnership Other Platform Partnership TikTok Partnership YouTube Partnership Design Animation Art Direction Audio & Music Brand Identity Brand Redesign Generative AI Graphic Art Images Website/App Industry Auto Business to Business Consumer Brand Education Entertainment Fashion & Beauty Financial Services Fitness, Health, & Wellness Food & Beverage Gaming Government & Politics Hospitality Insurance Live Events News & Media Non-Profit Pets & Animals Pharma & Healthcare Real Estate Restaurants Retail & E-Commerce Social Activism Sports Technology Television Travel & Tourism Wine, Beer & Spirits Overall Presence Meta Presence Multi-Platform Presence Other Platform Presence TikTok Presence YouTube Presence Platforms & Technology Artificial Intelligence Extended Reality Immersive Instagram Interactive Content Other Platform TikTok YouTube Podcast Art & Culture Podcast Branded Podcast Business Podcast Health & Wellness Podcast Lifestyle & Entertainment Podcast News & Politics Podcast Other Podcast Genres Podcast Mini Series Sports Podcast Technology and Education Podcast True Crime & Documentary Podcast Strategy & Engagement Brand Partnership Call to Action Community Engagement Creative Use of Technology CTV/OTT Data & Insights Earned Media Event & Experiential Gamification GEO (Generative Engine Optimization) Humor Innovative Media Buying Strategy Integration with Traditional Media Internal Communications Micro-Influencer Strategy Music & Dance On a Shoestring Organic Promotion Paid & Amplification Physical and Digital Convergence Public Service Announcement Real Time Response SEO & SEM Social Commerce Storytelling Video Comedy Video Documentary Featurette or Behind The Scenes Video Instructional Video Live Video Long Form Video Medium-Length Video Music Video Product Feature Video Short Form Video Vertical Video Video Ad Video Series Menu Register Login From the 11th Annual Shorty Awards Shipping a Truckload of Trolling for National Avocado Day Winner in Physical & Digital Entered in Real Time Response Objectives Did you hear about Chipotle's attempt at giving out free guac for this year's National Avocado Day? Well...QDOBA did and decided to lend a helping hand with their free-guac expertise. Not only has QDOBA been giving free guacamole with entrées for years, they don't need to rely on made-up holidays or force you to dress up in costume to get the job done. Given Chipotle's newb status, we couldn't resist giving a playful nudge. Strategy and Execution That nudge came by way of a delivery truck loaded with 1,616 lbs. of avocados and a social media activation to get the word out. We knew that if we moved quickly to take control of the conversation in real-time, we could react by delivering a message that both resonates with consumers and stays true to the QDOBA brand. Making the rounds to Chipotle's original flagship restaurant and other Denver locations, we trolled the guac-is-extra giant on its home turf. Results While the stunt was live for only one day, its impact lasted much longer. Not only did it generate significant buzz for the brand with over 100 million earned media impressions from BuzzFeed to CNBC and even Reddit , more importantly, the avocados were donated to the Food Bank of the Rockies and helped feed the hungry. Media Video for Shipping a Truckload of Trolling for National Avocado Day Share this entry Entrant Company / Organization Name The Many, QDOBA Links https://twitter.com/qdoba/status/1024386978668638208/ https://twitter.com/qdoba/status/1022607246381862916 https://www.cnbc.com/2018/08/01/qdoba-trolled-chipotle-on-free-guac-day-delivered-avocados.html Entry Credits Scott Harris Partner, Creative at The Many Christian Jacobsen Partner, Strategy at The Many Adam Wagner Creative at The Many Jordan Lee Rich Creative at The Many Lixaida Lorenzo Creative Director at The Many Leslie Lechner Creative at The Many Kristi Hughes Creative at The Many Maggie Cadigan Brand Director at The Many Peanut Adams Project Manager at The Many Drew Jayhan Sr. Project Manager at The Many Kristin “KB” Busk Director of Social Strategy at The Many Michael Chiem Sr. Community Manager at The Many Allison Barnes Director of Media at The Many Production House at Bastard Productions David Horowitz Director of Production at Bastard Productions Grant Knapp Director, Creative Strategy at QDOBA Angel Roy Digital Content Specialist at QDOBA Share this entry Share this Shorty Awards page  Tweet  Share  Email Share link