Problem: Laredo Taco Company is a Tex-Mex fast-food chain located in gas stations. The brand needs to reflect the food’s authenticity and quality, and stimulate customer engagement while in the convenience store.
Insight: People love heroes and villains and want to be part of a story.
Solution: Personify the tacos as rival Lucha Libre wrestlers where fans are involved in the storyline.
Art Director: Jeff Hopkins
TRADING CARDS
To encourage healthy competition, customers receive trading cards when they order their favorite taco.
Posters are placed around the restaurant to challenge the audience to become fans.
sOCIAL
Laredo Taco lovers declare their allegiance on Twitter and a virtual wrestling match ensues.
EL CAMPEON
EL RIVAL
IN-STORE EXPERIENCE: TRASH TALK
Wrestler-themed trash cans use automatic sensors to talk smack whenever something is thrown away.
