| 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&n Stay Connected
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