Jose Cuervo is gifting fans an early Cinco de Mayo celebration by paying for Mexican takeout meals.
From April 28 until May 5, Jose Cuervo will pay for 250 meals a day for customers buying takeout from locally owned Mexican restaurants. Fans can tweet their receipt to the brand’s Twitter account with the hashtags #CincoToGo and #CuervoContest for a chance to win, or email in their receipts if they are not on Twitter. Each day’s winners will be selected at random and receive their money via Venmo. So far, the brand has been highly promoting Cinco To Go across social media, including posts of make-at-home tequila cocktail recipes and short videos touting the contest.
Cinco de Mayo coinciding with lockdowns across the U.S. lets the brand promote its product with an at-home twist. Tequila brands have the highest engagement rates during the summer, according to a Gartner report, so it makes sense that Jose Cuervo would want to take advantage of the warm-weather holiday, even if it must be celebrated indoors. The brand is aware that times are unusual, which is why the contest is being used to promote small Mexican restaurants facing economic hardships during the pandemic. Combining relief efforts with the contest, Jose Cuervo is donating $1 million to World Central Kitchen to help feed those impacted by the Coronavirus pandemic.
The Cinco de Mayo contest could increase customer support by helping fans assist local restaurants and celebrate a beloved holiday—free of charge.