Three shells, three flavors, the Triplelupa triples the flavor and doubles the beef in Taco Bell’s first tear-apart menu item
Irvine, Calif. (March 10, 2020) - Taco Bell is no stranger to giving fans more of what they love, and now the latest reinvention of the iconic Chalupa gives fans three times the reason to get excited. Launching for a limited time in participating restaurants nationwide on March 12, the Triplelupa serves up a hands on experience with three mini Chalupas featuring three flavors and double the seasoned beef compared to a regular Chalupa.
Combining three mini chalupas to create the longest shell in Taco Bell history, the Triplelupa marks Taco Bell’s first ever tear-apart menu item. It takes all elements of the Chalupa to the next level with different flavors in each of its mini shells: Nacho Cheese on one end, Chipotle on the other, and a combination of the two, Cheesy Chipotle, in the middle. The Triplelupa starts at $3.49 plus tax (contact local restaurant for price and participation which varies).
Since the Chalupa’s introduction in 1999, the beloved menu item has continuously transformed in shape, form and ingredients to become the most reinvented Taco Bell menu item of all time. From flavor innovation, like the Baja Chalupa in 2000, to size innovation with the Double Chalupa in 2017, to shell innovation with the Toasted Cheddar Chalupa in 2019, the Chalupa has continued to evolve in delicious ways.
“At Taco Bell, we recognize and love the fandom that the Chalupa has cultivated over the years, and it’s why we want to bring our fans an all-new flavor and shell experience with the Triplelupa,” said Kristine Futalan, Associate Manager of Research & Development at Taco Bell and lead product developer behind the Tripelupa. “The Triplelupa’s nationwide launch gives us the opportunity to celebrate the transformation of this beloved menu item, and we can’t wait for everyone to taste this latest innovation.”
For the Triplelupa’s nationwide debut, Taco Bell is partnering with a brand known for serving up its own reinventions -TikTok. The short-form mobile video platform serves as the framework for the Tripleupa’s national TV spot and is the first time TikTok has partnered with a brand on a national advertising campaign. Shot in TikTok’s full screen, vertical video format, the ad spot follows the creative, unexpected and joyful content the TikTok community is celebrated for.
“When I look back at our history with social trends, I’m proud of the fact that we are always leading the industry and pushing boundaries. Whether it’s being the first on new platforms, or breaking records on others, Taco Bell is constantly at the forefront of online trends,” said Tracee Larocca, Senior Vice President of Brand Engagement at Taco Bell. “The most natural next step for us would be to partner with a brand like TikTok, one with reinvention at their core, in order to bring the Triplelupa campaign to life.”
The brand is encouraging fans to jump in on the fun by participating in an upcoming Taco Bell hashtag challenge on TikTok and plans to announce more details about the challenge in the coming weeks. Taco Bell will also be partnering with select TikTok creators to inspire fans to reinvent something themselves and share it on the platform.
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