As COVID-19 was shuttering restaurant chains across America, Moe’s Southwest Grill was looking for a nimble, low-cost idea to help them authentically connect with consumers on an emotional level and remind their brand fans that while their dining rooms were mostly closed, they were still open for business via take-out and delivery. We answered with the Queso Relaxation Video, an eight-hour ASMR (Autonomous Sensory Meridian Response) video of Moe’s queso – its signature menu item – being dripped and swirled into a cup, set to a meditation track and punctuated by whispered affirmations like “Let the worry of your day drip away like queso.” Media ate it up to the tune of 3 Billion+ impressions and coverage in outlets like AdAge, Travel + Leisure, Forbes, Food Network and Thrillist.
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