H&R BLOCK

With last year's California tax deadline extended to October 16th, H&R Block wanted to capitalize on the quieter media landscape to stand out among prospective customers.

We aimed to emphasize that being “extra” can be a positive thing—especially with the California tax extension, which provided much-needed additional time for residents statewide. To celebrate this, H&R Block embraced everything “extra” on National Guacamole Day. We teamed up with local taco trucks in San Diego, offering extra guac and extra tax support for Californians both at the truck and on social. 

We stationed our H&R Guac trucks in high-traffic areas to serve as bold reminders that taxes were due in 30 days. At these trucks, we handed out branded shirts, totes, avocado stress balls, napkins with tax tips, and, of course, free tacos and guac. Tax experts were on-site to answer questions both in person and on our social media channels. Even H&R Block’s mascot, Max Refund, made a special guest appearance.

Activation, Organic & Paid Social Campaign