Taco Bell Nacho Fries
The Taco Bell team approached Behaviour for help launch their new permanent menu item, Nacho Fries, in Canada.
Our challenge: create excitement around the launch and engage Taco Bell fans through a bold, immersive brand experience in a key Canadian market.
Insight
Canadians have a deep cultural connection to fries with ketchup.
It’s the default pairing. But for Taco Bell fans, bold unexpected flavour is part of the brands DNA. By framing nacho cheese as the more exciting, adventurous partner for fries, we could tap into a universally relatable storyline, the breakup. We will create a playful, emotional hook that invites Taco Bell fans to choose something new.
Idea
Swipe Left on Red - Taco Bell breaks up with ketchup and cozies up to nacho cheese to launch new fries.
It’s not you, it’s cheese. A spicy new relationship begins.
We invited Torontonians to publicly dump ketchup in Sankofa Square. Guests scanned a QR code where they would choose from pre-designed break up notes and they would sign their name in nacho cheese, officially breaking up with ketchup. Their reward? Free nacho fries and a chance to win a prize.
3500
Samples + Coupons distributed
4+ Mil
Total Impressions
Via: Sankofa Square takeover, OOH, wild posting’s, and social.
