Barberitos Wants You To Eat With Your Head

In the constellation of quick-serve Southwestern cuisine, one star is a little brighter than the rest. And in the world of marketing and advertising, one campaign is a whole lot smarter.

Barberitos Southwestern Grille & Cantina, and its CEO Downing Barber, has an amazing farm-fresh story to tell.  Locally sourced meats and veggies, delivered fresh each morning, are served that day and that day only.

“Yesterday’s meats and veggies don’t belong in today’s salads, burritos and tacos,” said Barber. “Our beef is grass-fed, our chicken is hormone-free. We also offer vegetarian, vegan and gluten-free options. And if you ever see a microwave oven or a walk-in freezer in one of our locations, walk out. It can’t be a Barberitos.”


According to Jerry Wexler, Creative Director at Gearbox Creative, the marketing arm for Barberitos, “the chain’s passion for fresh, healthy food led to a multi-media ad campaign that practically created itself. These days, people really care about what goes into the foods they eat. People are now eating with their heads.”

Said Wexler, “I wrote the copy, suggested the quirky visuals and was lucky enough to work with some of the most creative people in the business.”

“Eat with your head” scream the print headlines. “Think Barberitos and eat with your head” sings David Lucas, legendary composer, on the radio commercials. Layouts were assembled by Marc Roth and Brandon Duncan. Mouth-watering photography and compelling videos by Gary Kufner were the “glue” that held everything together. “Kufner’s vision and graphic design expertise brought everything to life,” said Wexler.