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Quesada hires Field Day

Quesada Franchising of Canada has retained Toronto-based Field Day as the agency of record for its national chain of burrito and taco restaurants. Field Day won the account in a competitive review involving an unknown number of contenders. According to Quesada, the company selected Field Day based on its experience with retail clients. The assignment includes the development of a new brand platform, consumer marketing and promotion, franchisee communications and consumer research. The new branding is expected to debut in May.

"There's an opportunity for Quesada to own the Mexican QSR category in Canada," said Andrew Arntfield, president of Field Day. "It's a fast-growing category with numerous players, but Quesada has a unique story to tell with strong consumer emotional appeal. The rebrand and subsequent marketing program will clearly differentiate Quesada from other Mexican QSRs, generate national awareness and drive store traffic."

Quesada operates approximately 20 locations from British Columbia to Quebec.

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