Authenticity Beats All.
Bad Hambres is the definition of a brand leveraging social media in an exceptionally authentic and engaging way. Founded by Hank Murphy and his wife Sam Murphy, who left their 9 to 5 jobs one year ago to start the frozen bean and cheese burrito company, Bad Hambres has since documented their entire founding journey on social media. This transparency into their struggles and successes has generated over 13 million impressions and a remarkable 7.34% engagement rate, crushing typical brand engagement benchmarks. Their social media content incorporates storytelling that shows real behind the scenes business challenges, drawing in a dedicated following.
The Murphy's vision transformed from home cooking for friends to collaborations with celebrity chefs in less than a year.
Two Recipes to Success
Sam’s background in brand design complements Hank’s culinary passion, helping craft a tightly aligned marketing approach that resonates deeply with audiences.
Hank has spent 10 years perfecting his bean and cheese burrito recipe and has set out to be the best frozen burrito on the shelves. With the critics on his side, production has ramped up, A local team of chefs and now manufactures are scaling Bad Hambres beyond Hanks expectations.
Sam's entrepreneurial and design background has positioned the Bad Hambres brand in a way food companies dream of. The phoenix roots are evident and Hank and Sam are as authentic as they come. This clearly reflects into every aspect of the brand's social media.
The couple’s openness about the highs and lows of starting a business builds trust and relatability with their fans, who eagerly await updates on burrito drops and company milestones. Every aspect of their operation, from team hires to recipes and sales, emphasizes local Arizona roots, further strengthening community support and brand loyalty.
“I knew I could make the burritos, make them well, and scale the business, manage people, all of that. But the marketing side was unknown territory,” Hank says. “She had the other half I was missing.”
Take Away
Bad Hambres’ social media strategy leans into current 2025 marketing trends, such as short form video dominance and community driven content. Their reels keep you coming back, capturing the grit of night shifts and failures, making the brand’s story compelling and human. This approach taps into the growing consumer preference for genuine and transparent brand narratives, which drives their exceptional social engagement and sold out burrito batches.
A local Arizona burrito company engaging millions of people is impressive to say the least, and it's not the first time something like this has happened. That is the beauty of organic social reach, it can enable anybody to build their dreams.
Menu
Socials
© SocialPruf Inc. All rights reserved.