Taco Bell • Integrated Campaign

We treated fast food
like a pop star

Taco Bell
Becomes Bigger
Than Culture

When you need to go big you launch during the Super Bowl…just like every other major brand in the world. To stand out, we needed to act less like a brand and more like a celebrity. Taking a page from the biggest icons in music, we dropped the Quesalupa like the next big pop album to make it #BiggerThan pop culture itself.

How Taco Bell made the

Quesalupa a snapshot

of America right now.

- Mashable Headline

How Taco Bell made the Quesalupa

a snapshot of America right now.

- Mashable Headline

Rumors
And Leaks

Rumors
And Leaks

Blind
Pre-Order

Blind
Pre-Order

Unleash
The Fans

Unleash
The Fans

Super Bowl
Debut

Super Bowl
Debut

Mess With
Culture

Mess With
Culture

So big even the little guys

are talking about it.

- AdWeek

So big even the little guys

are talking about it.

- AdWeek

Results

  • 10%

    increase in store visits
    following the Super Bowl
  • 1b

    media impressions
    between pre-launch
    and launch day
  • 67,000

    Quesalupas blind
    pre-ordered before
    product launched

Next Project

Next Project