GYG’s Iconic Sock Campaign: A Recipe for Social and Brand Success
The Brief
Guzman y Gomez (GYG) wanted to create something unmistakably theirs. The goal was to inspire their fast-growing audience to order online and engage with the brand on social media. The product needed to be:
- Bright
- Memorable
- Easily deliverable alongside their crave-worthy food.
Background
GYG is more than just a Mexican kitchen; it’s a global movement redefining fast food. With over 200 restaurants in four countries, GYG serves up fresh, authentic, and delicious meals to 800,000 customers weekly.
From the beginning, their obsession with quality extended beyond food to building a community of loyal fans. Branded merchandise became a key way to connect with customers and reinforce their unique identity.
The Campaign
Since 2018, GYG has distributed over 400,000 pairs of branded socks, turning a simple promotional item into a cultural phenomenon. Here’s how it worked:
- Initial Offer: Customers received socks with every Deliveroo or app order of $40.
- Evolution: Later, the threshold was adjusted to $30 spent on the app, broadening accessibility.
The socks were more than just giveaways—they became a symbol of GYG’s fun, vibrant brand.
Outcomes
Massive ROI:The campaign delivered exponential returns, turning a low-cost product into a high-impact marketing tool.
What started as a limited run evolved into an annual campaign eagerly anticipated by fans. Social media hype begins months before the launch, driving:
- Engagement
- Conversations
- Shares
- Referrals
The socks fostered a deeper connection between GYG and its customers, elevating the brand beyond food.
With bold, creative sock designs refreshed each year, the campaign continues to captivate a loyal audience.
The Power of On-Brand Promotions
The GYG sock campaign proves that promotional merchandise isn’t just about the product—it’s about the experience and connection it fosters. By leveraging branded items that align with their values, GYG turned a simple accessory into a cultural icon that keeps their community engaged and coming back for more.
Curious to see how you can create your own cult-followed campaign? Check out some of GYG’s unique sock designs for inspiration!
