Taco Bell Canada makes fans eat their words

The Yum! Brands QSR is bringing its Doritos Locos Tacos north of the border with its biggest launch of 2013.
TacoBellCanada

Taco Bell Canada is making mega fans of the QSR’s Doritos Locos Tacos eat their words in the launch campaign for the new product.

The taco, which has a shell made from a giant Doritos Nacho Cheese chip and Taco Bell fillings inside, was launched in the US in 2012 and is coming to Taco Bell Canada locations starting on Sept. 2.

Canadians who were voicing their frustrations about the product not being available yet north of the border are featured in the launch campaign for the product, with media by MediaCom and creative from Grip Limited. Twitter fans were invited to a Taco Bell Canada location where a Doritos Locos Taco was served to them engraved with their online complaint. A two-minute video with the footage from that event is available online on the brand’s YouTube and Facebook pages.

David Vivenes, CMO, Taco Bell Canada, tells MiC a TV and digital campaign targeting the brand’s core demographic of adults aged 18 to 35 that goes live on Sept. 2 will also feature footage from that event, as well as social media integrations that will ask Canadians to submit their thoughts on what they think of the new product.

Doritos Locos Tacos will be available in Canada until the one million tacos are gone, says Vivenes, so it is up to customers to decide how long they are available. He adds this is the biggest launch for the Yum! Brands QSR so far this year.