Head out for a wander and come home with a free burger. That was the plan. All you had to do was find one of the green boxes we'd hidden around town.
In April 2024 we launched #EncuentraLaCajaVerde (Find the Green Box) in Lugo: ten boxes, ten prizes and a character dressed in green from head to toe, in charge of hiding them in all sorts of corners. Keeping a low profile could wait for another day.
The rules were simple: find a box, share a photo in your stories tagging La Urbana and saying where it turned up. We'd send a voucher via Instagram, and whoever found it could swap it for a free burger at our restaurants in Lugo. A stroll that could end a whole lot better than expected.
In May we took the hunt to Santiago to celebrate our opening at As Cancelas. The rain came out to greet us, but we still went out to hide the boxes around Compostela. We're Galician. A few drops weren't going to ruin our plans.
The tour wrapped up in Vigo in September, with a fresh batch of green boxes and the same mission: get out there, search and find the prize.
Three cities and an excuse to play in the streets, surprise passers-by and take our burgers a little beyond our four walls. In true #LaUrbanaStyle.
The Lugo hunt also made the papers: El Progreso covered the search for our ten green boxes (in Spanish).
For the first time in our Signature Burgers, the bun is brioche. Lucía Freitas, from A Tafona, puts her name to La de la Rubia with Rubia Gallega beef and double chimichurri.
Vaca vieja, Padrón pepper, confit tomato and fresh basil. Martín Vázquez, chef at Indómito Bistró, puts his name to our new signature burger.
Lugo artist Leandro Barea illustrated our placemats in a limited edition. The challenge: finish your burger without getting a mark on it.