Boojum didn’t hire us based on a pitch. They watched us run a campaign for someone else and then made the call.

Boojum is a Mexican-inspired, fast-casual, restaurant brand with locations across Belfast, Dublin, Cork, Galway, Limerick, Leeds and Liverpool. That’s three markets, in seven cities – the perfect client for Clearbox’s regional communications services. 

We run Boojum’s consumer PR. Menu launches, limited-edition products, influencer campaigns, and the regional coverage that makes a Mexican chain feel local in seven places at once.

Where it started

In October 2025, we built an ATM that gave away free burritos. This was the Burrito Bank – a Deliveroo campaign, and Ireland’s first free burrito ATM, parked on the Main Quad at TU Dublin’s Grangegorman campus, handing out Boojum burritos to anyone who signed up to Deliveroo Students. Boojum came in as the partner brand.

Sign-ups to Deliveroo Students rose by all time record week-on-week year-on-year numbers. The Burrito Bank story ran in LADbible Ireland, BreakingNews.ie, EchoLive.ie and on 98FM, to name a few.

Boojum watched us run that campaign, then asked us to run their campaigns. They signed on as a Clearbox client in January 2026. The biggest menu change in the brand’s history launched the same month.

The challenge

Food and drink is the most crowded consumer category there is. Every restaurant launches a menu. Every chain has limited edition products, and the news about this is often crowded out. 

Boojum’s advantage is that people already have opinions about it. Our job is to give them something worth having an opinion about; in seven cities, across three markets, with different media in every one.

Campaign one: the biggest menu shake-up in Boojum’s history

Boojum rebuilt its menu. Eight new signature dishes, plus new proteins, sides, sauces and flavours, which formed  the largest overhaul since the brand launched almost 20 years ago.

The brief had two asks. Land the new dishes across national, broadcast and regional media in all three markets. And reassure existing customers that the famous Build Your Own option wasn’t going anywhere.

We ran it as a regional story seven times over, not a national release with local paragraphs bolted on. The results speak for themselves:

47 pieces of coverage – 23 in press, 24 on social. Three national, two broadcast, six trade and 12 online.

It ran in Hospitality Ireland, the Belfast News Letter, the Liverpool Echo, the Yorkshire Evening Post, Galway Beo, Business First and Totally Dublin. The story was broadcast on-air with Cool FM, Downtown Radio, Galway Bay FM, SPIN1038, Dublin’s Q102, FM104, Cork’s 96FM and Limerick’s Live 95.

Some of the headlines were fantastic – like Galway Beo, who went with “Galway food favourite’s ‘biggest menu change’ as fans delighted over eight new dishes.” That framing held in every market.

Campaign two: the Cholula Spice Bag

The spice bag is an Irish takeaway institution. Boojum made a Mexican one with Cholula hot sauce, available for one summer only. We took it to national and regional media across all three markets, with the limited run as the hook. The results?

22 pieces of coverage – 13 in press, nine on social. At least one piece in every single target region.

The story travelled because the product had a real cultural hook, and the coverage said so. The Belfast News Letter ran “TikTok’s most searched takeaway gets the Boojum treatment.” Belfast Live went further: “I tried Boojum’s spice bag which is set to be the new viral sensation.” Yay Cork put it in “5 frankly unreal new things we’ve been eating in Cork this week.”

It also ran on U105, Cork Beo, Cork 96FM, C103, Live 95FM, LMFM, FM104, Dublin’s Q102, Yorkshire Press, Totally Dublin and Galway Beo.

Campaign three: Deliveroo Students Study Hack

Exam season. Students who aren’t able to cook because they won’t leave the library. There’s a solution for that – Boojum on Deliveroo Students, with discounts on food and delivery.

This was the second time we’d put these two brands in a room, and this time we built it around creators rather than press. Six influencers across Belfast and Dublin, briefed to make the study-hack angle land without it sounding like an ad read.

Our campaign generated 11 pieces of content against nine contracted. 190,000+ views drove 8,000+ engagements, with a blended engagement rate of 4+%. The content our influencers created drove measurable branded search for Boojum, which is the difference between people watching and people looking you up.

The Boojum results so far…

• 69 pieces of coverage across two press campaigns in a single year.
• Coverage in every target region, in all three markets.
• 190,000+ views from 11 pieces of creator content, at 4+% blended engagement.
• Three campaigns in eight months, with more in the works!

Frequently asked questions

Is Clearbox a consumer PR agency?

Yes. Clearbox is a consumer PR agency working across food and drink, hospitality and retail, with regional media relations and influencer marketing in Northern Ireland, Ireland and the UK. For Boojum, Clearbox delivered 69 pieces of coverage across two campaigns in a single year in 2026. 

What does Clearbox do for Boojum?

Clearbox runs consumer PR and influencer marketing for Boojum, the Mexican-inspired fast-casual chain. The work covers menu and product launches, regional media relations across Belfast, Dublin, Cork, Galway, Limerick, Leeds and Liverpool, creator campaigns and campaign evaluation.

How did Clearbox start working with Boojum?

Clearbox first worked with Boojum in October 2025, when Boojum was the partner brand on the Burrito Bank – a Deliveroo campaign that put Ireland’s first free burrito ATM on the TU Dublin Grangegorman campus. Boojum appointed Clearbox as its own consumer PR agency in January 2026.

What results has Clearbox delivered for Boojum?

Clearbox’s 2026 menu launch campaign for Boojum generated 47 pieces of coverage across national, broadcast, trade, online and social. The Cholula Spice Bag campaign generated a further 22 pieces with coverage in every target region.

Which markets does Clearbox cover for Boojum?

Clearbox covers Northern Ireland, Ireland and the UK for Boojum, with regional media targeting in every city where Boojum operates a restaurant.

What food and drink brands has Clearbox worked with? 

Clearbox has worked with food and drinks brands including Beavertown Brewery, Boodles Gin, Bushmills Irish Whiskey, Deliveroo, Jose Cuervo, Just Live a Little, Kraken Black Spiced Rum, Morelli’s Ice Cream and Oatly.