barBURRITO, Canada’s largest Mexican-inspired quick-service restaurant chain, has unveiled a new national brand platform and Daily Crave value program promoted by Canadian Men’s National Team defender Alistair Johnston and Toronto creator Lucas Lopez.
The company said the new brand identity introduces an updated logo, refreshed visual system and a new Built for Craves positioning. Designed to highlight what has long differentiated the brand – fresh ingredients, in-house preparation and food built to order – the move pairs with a more current reflection of its spirit and service culture, it said.
Launching as Canada prepares to co-host the 2026 FIFA World Cup, the company said the campaign affirms barBURRITO’s commitment to serving fresh, made-to-order food every day across its growing network of restaurants.
“This summer marks an important milestone for barBURRITO,” said Marina Baric, Vice President of Marketing.
“Consumers have increasingly come to expect convenience at the expense of freshness. At barBURRITO, we’ve always believed great food should deliver both. BarBURRITO has partnered with two distinctly Canadian personalities to expand the brand’s fan base.”
Johnston brings a reputation for consistency, preparation and performance at the highest levels of the sport, explained the company, adding that Lopez is known for his comedic digital content and four-million online audience.
Lopez introduces Coach Burrito, an original barBURRITO campaign character – part motivational coach, part burrito enthusiast – fully committed to helping Canadians satisfy their cravings.
“Proudly Canadian-owned and operated, we’re excited to celebrate a summer when soccer will capture the attention of the entire country,” added Baric. “Alistair and Lucas don’t seem like an obvious pair – a Celtic FC defender and a comedian with four million followers – but they play well together, and that’s so on-brand for us.”
The campaign will run nationally across TSN, Sportsnet, CTV, Global and Crave throughout the summer starting today. Until July 5, customers can also enjoy free delivery on the barBURRITO app and website.
barBURRITO has more than 400 locations in Canada.
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