Farmer Boys is marking its 45th anniversary with a monthlong promotional campaign that combines a scavenger hunt, social media engagement, and limited-time menu offers across several western markets. The company’s “Big Burger Hunt” is taking place in Los Angeles County, Ontario, Las Vegas, and the High Desert, where customers are being invited to track down a roaming Giant Burger and the brand’s signature Red Truck.
Throughout August, the Giant Burger is scheduled to make two-hour appearances at undisclosed locations, with clues released through Farmer Boys’ Instagram account. Participants who locate the attraction can enter for a chance to win a party for themselves and up to 45 guests, along with gift cards and bounce-back coupons distributed during the promotion. The campaign is designed to encourage repeat visits and create a shared customer experience across multiple markets.
The anniversary celebration also includes a value-focused food offer. From Aug. 17 through Aug. 23, customers can purchase the chain’s Zucchini Sticks for $1 with any qualifying purchase, adding a promotional menu component to the broader customer-engagement effort. The offer complements the scavenger hunt by giving customers an additional reason to visit participating restaurants during the anniversary period.
Founder and Chief Executive Officer Joseph Ortiz said the celebration reflects the company’s 45-year commitment to serving fresh produce and never-frozen beef across California, Nevada, and Arizona. He said the campaign was designed to celebrate both the brand’s heritage and the customers who have supported Farmer Boys over four decades of growth. The anniversary messaging reinforces the company’s long-standing positioning around farm-fresh ingredients and made-to-order meals.
As restaurant brands increasingly rely on interactive marketing, managing customer participation across multiple locations can become a significant operational task. Platforms such as Gorilla Dash can help franchise operators organize Competitions and Promotions, coordinate campaign activity, and support customer engagement efforts across distributed restaurant networks.
Farmer Boys’ anniversary campaign illustrates how experiential promotions can be used to generate attention, encourage repeat visits, and strengthen brand visibility across multiple markets. By combining social media clues, live appearances, prizes, and limited-time food offers, the company has created a campaign that extends beyond a traditional restaurant promotion and positions the anniversary as a broader customer event.
