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Taco Bell is addressing the constant hoarding of hot sauce sachets that takes place in its restaurant in a quirky new out-of-home (OOH) campaign.
Made together with the fast-food chain's agency of record, Courage, the campaign gives us a look into the reality of these hoarders and stashers.
"Stash Away" is an artsy photo series that shows us Taco Bell's hot sauce packets stored in a variety of places — from bags, kitchen drawers, backpacks, and glove compartments.
In one image, packets of Taco Bell's hot sauce variants (Fire, Mild, and Hot) are seen stuffed into the ledge of a refrigerator, filling every corner of it.
Relatable? Taco Bell knows so.
“Our hot sauce packets are more than just condiments; they’re like 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," Dana Falk, marketing analyst at Taco Bell Canada, said in a statement.
The OOH campaign will roll out in key Taco Bell locations across Canada.
It's More Than the Tacos
Courage Co-CCO Joel Holtby shared his thoughts about tapping into the heart of what makes brands relatable. With Taco Bell, it's the everyday experiences that make the brand connect with its customers on a deeper level.
Holtby added that a trip to Taco Bell is not "just about the tacos, burritos or Crunchwrap Supremes; it’s that moment with the rainbow of sauce packets, just begging to be snatched up."
"By turning this cheeky habit into a fun celebration, we’re inviting everyone to embrace their inner sauce collector with pride,” he concluded.
For brands like Taco Bell, it's important to understand the target audience and dig deep into what they love to do.
"Stash Away" is a great example of this, tapping into the sauce-collecting habits of fans to deliver laughs and build connections.
Previously, Taco Bell partnered with "Cobra Kai" actor Xolo Maridueña to star in its "Bridging the Chicken Divide" commercial.
Editing by Katherine 'Makkie' Maclang
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