Newsroom


February 7, 2016

Taco Bell Launches the Quesalupa Fact Sheet

FOOD:

    Development
 

• Taco Bell completed development of the Quesalupa in 2015 and followed with a 36-restaurant test in Toledo, OH that was pronounced as one of the most successful in the company’s history.

    Ingredients
 

• The Quesalupa is the first shell stuffed with melted pepper jack cheese, and stuffed with the beloved ingredients Taco Bell is known for including seasoned beef, lettuce, cheddar cheese, reduced-fat sour cream and tomatoes

 

• This is the first time in Taco Bell history that a Quesadilla and Chalupa are coming together!

    Pricing
 

• $2.99 + sales tax

    Launch Date
 

• The Quesalupa is available on menus nationwide on Monday, February 8, 2016

 

• The Quesalupa was available nationwide for a limited time through Taco Bell’s first-ever, blind pre-order which took place the week of February 1, 2016

 

• Fans were able to get their hands on the Quesalupa for a two-hour window on Saturday, Feb. 6 from 2-4PM local time, two whole days ahead of the national release

SUPER BOWL 50 ADS:

    National Ads
 

• The Quesalupa was announced with a :30 second spot titled “Bigger Than Futbol” starring Brazilian footballer Neymar, NBA player James Harden, and others during the first quarter of Super Bowl 50.

 

• A second :90 second long form is available on Taco Bell’s YouTube channel and was released following the :30 second ad.

 

• The ad marks Taco Bell’s return to Super Bowl after three years.

    Regional Ads
 

• Five unique ads aired in local markets across the country titled “Small Town Big Shots,” featuring local champions in:.

 

• Dallas / Fort Worth, TX (Bryan Wilson, Texas Law Hawk)

 

• Virginia Beach, VA (Wayne Clifton, Auto Connection)

 

• Eugene, OR (Rico Kreindel, Mr. Appliance)

 

• Minneapolis, MN (Fancy Ray, Treehouse Furniture)

 

• Cleveland, OH (Marc Brown, Norton Furniture)

    Ad History & Assets
 

• All ads were created by Deutsch and the Quesalupa campaign incorporated work from Taco Bell agency partners: Spark, Digitas and Edelman, as well as Octagon and the Syndicate

 

• YouTube link to :30 Second spot: https://www.youtube.com/watch?v=cGZbHYSrR60

 

• YouTube link to :90 Second spot: https://www.youtube.com/watch?v=krdKB-lrfGI

 

• YouTube links to Small Town Big Shots

 

• Bryan Wilson, Texas Law Hawk: https://youtu.be/ir6OGTiv1Ds

 

• Wayne Clifton, Auto Connection: https://youtu.be/UexbdvathUE

 

• Rico Kreindel, Mr. Appliance: https://youtu.be/ovdDBWEJMmw

 

• Fancy Ray, Treehouse Furniture: https://youtu.be/mqFjQEVfgyA

 

• Marc Brown, Norton Furniture: https://www.youtube.com/watch?v=e0DY5C0Tlp0

MARKETING & PR:

    campaign Background
 

• All ads were created by Deutsch and the Quesalupa campaign incorporated work from Taco Bell agency partners: Spark, Digitas and Edelman, as well as Octagon and the Syndicate

    Return to Super Bowl Announcement + Redacted Release
 

• Taco Bell announced their return as a Super Bowl advertiser with the brand’s first–ever redacted press release on January 7

 

• The release withheld details of what could be Taco Bell’s “biggest launch to date” to keep fans and media guessing leading up to the big game

 

• Link to press release: https://www.tacobell.com/news/taco-bell-announces-return-to-super-bowl

 

• Link to redacted press release image: https://www.tacobell.com/news/biggest-food-creation-yet

    Pre-order Announcement + Updated Redacted Release
 

• Taco Bell gave fans the chance to be among the first to try the Quesalupa with their nationwide, first-ever, blind pre-order on Ta.co.

 

• Fans who pre-ordered were able to pick-up their reserved food item on February 6 from 2-4pm local time, ahead of the nationwide reveal and two days before its nationwide availability February 8

 

• Link to press release: https://www.tacobell.com/news/taco-bell-reveals-first-ever-pre-order-and-teasers

 

• Link to redacted press release image: https://www.tacobell.com/news/taco-bell-announces-pre-order

    Quesalupa Announcement
 

• Following weeks of teasers, pop-up experiences, exclusive sneak peeks and fun content, Taco Bell revealed the Quesalupa with a :30 second spot titled “Bigger Than Futbol” during Super Bowl 50

 

• Link to press release: https://www.tacobell.com/news/taco-bell-unveils-the-quesalupa

    Snapchat Story
 

• On Saturday, February 6 from 2-4pm, Taco Bell organizned its biggest Snapchat story ever, with the help of four influencers and three Feed the Beat® bands reporting live from six Taco Bell restaurants across the US

 

• The Snapchat “Pre-Order Bash” let Taco Bell’s most famous fans on Snapchat give their followers a sneak peek at the secret product, two days before it becomes available nationally (Monday, 2/8)

 

• Influencers were able to invite their followers to tune into Taco Bell’s Snapchat for an uncensored, real-time celebration filled with Feed the Beat® artist performances, fan reactions, custom ge0-filters and more!

    Feed The Beat Pre-Order Events
 

• Taco Bell surprised fans in three restaurants in SF, LA and Toledo with  free, live pop-up acoustic performances from Feed The Beat bands The Mowgli’s, Never Shout Never and Jacob Whitesides



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About taco bell® corporation

Taco Bell Corp., a subsidiary of Yum! Brands, Inc. (NYSE: YUM), is the nation's leading Mexican-inspired quick service restaurant (QSR) brand. From breakfast to late night, Taco Bell serves made-to-order and customizable tacos and burritos, among other craveable choices, and is the first QSR restaurant to offer American Vegetarian Association (AVA)-certified menu items. Taco Bell and its more than 350 franchise organizations proudly serve over 42 million customers each week through 7,000 restaurants across the nation, as well as through its mobile, desktop and delivery ordering services. Overseas, Taco Bell has over 250 restaurants, with plans to add 2,000 more restaurants internationally within the next decade. The brand encourages its fans to “Live Mas” and connects with them through sports, gaming and new music via its Feed The Beat® music program. Taco Bell also provides education opportunities and serves the community through its nonprofit organization, the Taco Bell® Foundation™, and connects fans with their passions through programs such as the Live Mas Scholarship program. In 2016, Taco Bell was named as one of Fast Company’s Top 10 Most Innovative Companies in the World.

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