Taco Bell is launching a quirky out-of-home (OOH) campaign that humorously addresses the common practice of hoarding hot sauce packets at its restaurants.
In collaboration with its agency, Courage, the campaign highlights the reality of those who stash these beloved condiments.
Titled “Stash Away,” the initiative features an artistic photo series showcasing Taco Bell’s hot sauce packets stored in various places, including bags, kitchen drawers, and glove compartments.
One striking image shows packets of Taco Bell’s hot sauce—Fire, Mild, and Hot—stuffed into the ledge of a refrigerator, filling every available space. Taco Bell recognizes that this behavior is relatable to many fans.
Dana Falk, a marketing analyst at Taco Bell Canada, stated, “Our hot sauce packets are more than just condiments; they’re a rite of passage for our fans everywhere. We’ve always known people stock up on them, and who can blame them? Instead of keeping this unspoken truth under wraps, we’re ready to give it the spotlight it deserves.”
The OOH campaign will be displayed in key Taco Bell locations across Canada.
Connecting with Customers Through Everyday Experiences
Joel Holtby, co-CCO of Courage, emphasized the importance of connecting with customers through relatable experiences.
He noted that a visit to Taco Bell is not just about the food; it’s also about the colorful array of sauce packets waiting to be taken.
“By turning this cheeky habit into a fun celebration, we’re inviting everyone to embrace their inner sauce collector with pride,” Holtby added. This campaign exemplifies how brands like Taco Bell can resonate with their audience by tapping into shared habits and experiences.
Previously, Taco Bell collaborated with “Cobra Kai” actor Xolo Maridueña for its “Bridging the Chicken Divide” commercial.
The “Stash Away” campaign aims to deliver laughs and strengthen connections with fans through their love for hot sauce.
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