Bailey Lauerman Launches Hilarious Online Video Campaign To Fire Up On the Border's Casual Dining Appeal

Bailey Lauerman Launches Hilarious Online Video Campaign To Fire Up On the Border's Casual Dining Appeal

Comedy Rules These New Social Media Branded Content Featuring Social Media Influencers Nicole Story Dent And ‘The Dumb Dads’ Promoting Their Endless Taco Deal

October 1st is National Taco Day, and to celebrate agency Bailey Lauerman, the trailblazing independent advertising agency that specializes in marketing to Middle America, has unveiled a series of hilarious online videos for On the Border that redefine how patrons experience the beloved Tex-Mex dining destination. The new videos – the first in a series 4 promoting National Taco Day – were created in partnership with social media influencers Nicole Story Dent, aka the ‘millennial Mom,’ known for content that finds the funny in everyday experiences; and The Dumb Dads, the comedic influencers known for their riffs on fatherhood often presented with comedic effect as a pro sports post-game press conference. Both influencers have a combined nearly 2 million followers on Instagram alone.

Two new spots featuring influencers Jon The Dad (125k followers on Instagram) and Jennifer Mullin (116k followers on Instagram) will launch today.   

Created in partnership with Bailey Lauerman, the content brings the heart of On the Border to life while also driving engagement around On The Border’s Endless Taco promotion, which has been extended past National Taco Day, through October 13.

Each video uses humor to illustrate the stresses of modern family life, and how the restaurant's vibrant atmosphere, skilled waitstaff, great drinks, and, of course, the never-ending chips and salsa bowls, bring families the joy of sharing meals. By focusing on themes of connection, celebration, value, and quality, these videos perfectly capture the casual vibe of the On The Border dining experience.

"Our insights show parents seek brief escapes from their busy lives," Emily Mazurek, Head of Social and PR at Bailey Lauerman, says. "On the Border provides that perfect break. This campaign uses humor and family dynamics to connect with our audience, showing how On the Border offers a fun, welcoming escape from the everyday hustle.”

The campaign exemplifies Bailey Lauerman’s deep understanding of the EIB — the complex quilt work of America outside of our 10 largest cities where 92% of Americans live — and what they value on social media. By partnering with influencers who resonate with the authentic, everyday experiences of this audience, the agency delivers content that is both relatable and engaging.

About Bailey Lauerman:

Through decades of experience from its Nebraska headquarters, Bailey Lauerman has established itself as experts on the 92% of Americans who live outside of the country’s 10 largest cities. They call that 92% “The Everything In-Between.” Bailey Lauerman is a full-service agency that has been recognized by the Effie Effectiveness Index as one of the Top 10 Most Effective Independent Agencies in the nation, was awarded “Small Agency of the Year” by Advertising Age, and has been named one of “20 Small Agencies that Punch Above Their Weight,” in Forbes. The agency has earned national recognition for its work with top brands including Disney, Union Pacific, AMC Theatres, Phillips 66, Bosch, Panda Express, Netflix, UnitedHealthcare, The Smithsonian and many more.