Taco Bell is giving away customized workwear jackets through a national contest, as a way to help consumers save money while also promoting its new Build-Your-Own-Box Meal.

Devon Lawrence, marketing director at Taco Bell Canada, tells MiC that the jackets and new meal deal allows the brand to offer value-added offerings that help customers take care of their wallets. According to Lawrence, the team’s goal is to position Taco Bell as the go-to restaurant for satisfying appetites at a low cost.

“It’s no secret Canadians are always looking for value offerings from their favourite QSR restaurants,” Lawrence says, adding that value has always been the cornerstone of the brand’s initiatives.

The company is also tapping into Canadians’ growing interest in customizing their clothing and food, especially among Gen Z and Millennials, Lawrence says.

“We’ve also seen a growing trend towards workwear-inspired fashion among Gen Z, and with the introduction of Build-Your-Own-Box, there was a natural opportunity to lean into this trend and continue to connect with this demographic,” Lawrence adds. “Building is tough work, and we wanted to make sure our fans were dressed for the job.”

Taco Bell is promoting the jackets and menu on its social channels, through partnerships with influencers and earned media led by Edelman. Wavemaker is also handling paid media to promote the new offering and Courage is leading creative.