Eat Better Tacos

TACO CABANA BRAND CAMPAIGN: THE PITCH

When Taco C was looking to revamp their brand away from commercial corner-cutting and toward authenticity, we had the perfect vehicle: Abuelas.

Abuelas are the heart and soul of a family — and often, the kitchen. But what happens when the world abandons their values, and restaurant chains prioritize bottom line over top quality, automation over human hands, trends over tried-and-true?

The special agents of the Tactical Abuela Command Office (TACO) leap into action with chanclas in hand. Their goal? To help people eat better tacos.

To view captions, please hover on the bottom-right icon of each asset.

Role
Concept, copy
Type
Branding, OOH, radio, TV, web, POP

© 2024 KP | Kristin Pendleton

Eat Better Tacos
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Billboard

Campaign microsite

Microsite: Agent profile page

Digital menu board

Drive-thru signage

TV Script 1: “Pilot”

TV Script 1: “Pilot”

TV Script 1: “Pilot”

TV Script 1: “Pilot”

TV Script 2: “Training”

TV Script 2: “Training”

TV Script 2: “Training”

Street signage
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