Chuy's Green Chile Fest
Chuy’s Tex-Mex has been celebrating the Green Chile Festival every summer for over 25 years. Each year has a different theme with new menu items and collectible t-shirts and giveaways. To coincide with the 2012 election year, Chuy’s held a mock campaign featuring their original super hero, Super Pepper, as a presidential candidate. New menus were designed, as well as a commemorative t-shirt, bumper stickers, buttons, signage, and a social media campaign was launched on facebook to promote the event. Buttons and bumper stickers were snatched up within the first couple days of the event, and employees in stores across the southern states posted photos on social media of their celebrations during the event.