Quesada Burritos & Tacos is hitching its wagon to some star power from Canada’s women’s soccer team in its latest campaign.

The Mexican QSR has enlisted Julia Grosso to help promote a new limited time menu offering, “Julia’s Futbol Fiesta,” across the chain’s 191 restaurants.

“It’s part of a long-term commitment to soccer, and is just starting to get revved up,” says Shalin Shah, director of marketing for Foodtastic, the company that operates Quesada. Last year, the QSR became the official Mexican restaurant for Canada Soccer, the sport’s governing body. With the FIFA Women’s World Cup beginning in July, Shah says Grosso, a fan of the brand, will help Quesada connect with consumers.

Quesada has long focused on freshness and customization, and the new spot features Grosso’s own order for burritos and tacos: grilled chicken, chipotle salsa, fresh veggies and queso cheese, topped with shredded cheddar.

According to Shah, it is a “very gender agnostic” campaign, but the target is 18- to 45-year-olds, with a bullseye among young parents seeking convenience and flavour.

Shah says that to stand out in a competitive Mexican QSR landscape, it is positioning itself around the “to the max” idea, its new brand tagline. “It’s a north star to everything we do,” Shah says.

Throughout the tournament, Quesada is rallying fans to cheer on Grosso and the women’s national team. On match days, with the first taking place on July 20, fans can get a $0.99 taco or enjoy a free taco if Team Canada posts a win.

The limited time menu will be promoted across Quesada channels in restaurants on its digital menu boards, on its app,and owned media, with paid social support across Facebook, Instagram and TikTok. Content is created in-house with Montreal’s Agence Cookie handling the buy.

Quesada’s collaboration with the B.C.-born soccer star is supported by candid, and fun social media content that highlights the new menu while also expressing Grosso’s love of the game.

Founded in 2004, Quesada – which Foodtastic acquired last year – now operates more than 190 restaurants in eight provinces and has eyes on further expansion.

With the acquisition, Shah says it has leverage to “do more” and optimize its marketing spend.

This campaign is one of the biggest the QSR has done in a while and one the brand is “really invested in,” Shah says. “The marketing spend…is going to speak to the level of [the Canada Soccer] partnership.”

As an extension of the sponsorship agreement, Quesada’s mascot, El Guaco, is being used in a branded shootout game for chances to win gift cards and various prizes.