Some Moe's Southwest Grill locations might be closed to diners during the pandemic, but like other restaurant chains it's finding new ways to connect with people and remind them to visit when this is all over.

The company is offering curbside delivery and build-your-own taco kits and is creating some "at home" content to remind customers of this. Agency M Booth tapped into the ASMR trend and came up with the concept of an eight hour loop video of Moe's famous queso being pulled from a container that customers can "meditate" to. "Sleep well and dream of endless fountains of queso," says the caption on YouTube.

Robby Ayala, content manager at Moe’s and David Taylor, associate creative director, produced the project. It's "a way to connect with Moe’s consumers and give them a much needed break while also staying true to the brand’s overall edgy tone," says MaryBeth Clayton, who leads the Moe’s Southwest Grill account at M Booth.