From humble beginnings in 1982 on Barton Springs Road in an abandoned Texas barbecue joint, Chuy’s built its brand on a unique approach to Tex-Mex cuisine — one that focuses on fresh, from-scratch food, friendly service and a wonderfully quirky vibe.

For the last 31 years, Chuy’s Green Chile Festival has celebrated the robust flavor of New Mexico’s Hatch Green Chile. Each year a special, limited-time menu featuring dish and drink options are made with green chiles fresh from the fields during the heat of the harvest.

Green Chile Festival offers an opportunity for Chuy’s to showcase a key ingredient to their take on Tex-Mex while celebrating their quirky history and delivering a platform to excite the staff into providing a more remarkable in-restaurant experience than ever before.

Hiebing concepted this year’s “Pep-per Rally” theme delivered across multiple touchpoints, including in-store menus, signage, paid social content and webpage graphics.

To drive engagement and multiple store visits throughout the three-week campaign, guests were encouraged to post on social using #ChuysGreenChileFest and eat through the menu to find their favorite dish, earning frequency card punches toward a Green Chile Festival T-shirt and other green chile giveaways.

The result was an elevated creative platform from previous years, a boost to the bottom-line and a strengthened culture across more restaurant locations than ever before.

If you’re interested in concepting a promotional campaign of your own, from start to finish, send a note to Ted Jun at tjun@hiebing.com.