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Quesada Burritos & Tacos debuts new branding

Toronto-based fast food chain Quesada Burritos & Tacos has introduced new branding and a new marketing initiative. The branding, developed by Field Day of Toronto, features the tagline, "The Joy of Mex." The new advertising creative is intended to present visiting the chain as a "light, fresh, joyful experience," with a focus on product photography emphasizing the freshness of the ingredients. Other elements include an updated logo and redesigned website, as well as new menus and in-store materials. The new branding will be supported with social media activities and a series of promotions through 2014.

"The tagline speaks to the entirety of the Quesada experience, from the food to the service," said Andrew Arntfield, president of Field Day. "It's a pleasurable, sensual, joyful taste experience. We surveyed nearly 2,000 consumers who said the most important factor in their choice of QSR was taste. Quesada's taste is distinct from the competition. It's lighter and fresher with unique flavour profiles. The Joy of Mex is an attitude, and you'll see Quesada's positive, progressive, healthy brand position reflected in all of the marketing and communications. The rebrand has differentiated Quesada from other Mexican QSRs, and the subsequent marketing push will help to generate national awareness and drive store traffic."

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