Everything you need to know about the new Taco Bell Quesalupa.
Food
Development
Taco Bell completed development of the Quesalupa in 2015 and followed with a 36-restaurant test in Toledo, OH that was pronounced as one of the most successful in the company’s history.
Ingredients
The Quesalupa is the first shell stuffed with melted pepper jack cheese, and stuffed with the beloved ingredients Taco Bell is known for including seasoned beef, lettuce, cheddar cheese, reduced-fat sour cream and tomatoes
This is the first time in Taco Bell history that a Quesadilla and Chalupa are coming together!
Pricing
$2.99 + sales tax
Launch Date
The Quesalupa is available on menus nationwide on Monday, February 8, 2016
The Quesalupa was available nationwide for a limited time through Taco Bell’s first-ever, blind pre-order which took place the week of February 1, 2016
Fans were able to get their hands on the Quesalupa for a two-hour window on Saturday, Feb. 6 from 2-4PM local time, two whole days ahead of the national release
Super Bowl 50 Ads
National Ads
The Quesalupa was announced with a :30 second spot titled “Bigger Than Futbol” starring Brazilian footballer Neymar, NBA player James Harden, and others during the first quarter of Super Bowl 50.
A second :90 second long form is available on Taco Bell’s YouTube channel and was released following the :30 second ad.
The ad marks Taco Bell’s return to Super Bowl after three years.
Regional Ads
Five unique ads aired in local markets across the country titled “Small Town Big Shots,” featuring local champions in:
Dallas / Fort Worth, TX (Bryan Wilson, Texas Law Hawk)
Virginia Beach, VA (Wayne Clifton, Auto Connection)
Eugene, OR (Rico Kreindel, Mr. Appliance)
Minneapolis, MN (Fancy Ray, Treehouse Furniture)
Cleveland, OH (Marc Brown, Norton Furniture)
Ad History & Assets
All ads were created by Deutsch and the Quesalupa campaign incorporated work from Taco Bell agency partners: Spark, Digitas and Edelman, as well as Octagon and the Syndicate
YouTube link to :30 Second spot: https://www.youtube.com/watch?v=cGZbHYSrR60
YouTube link to :90 Second spot: https://www.youtube.com/watch?v=krdKB-lrfGI
YouTube links to Small Town Big Shots
Bryan Wilson, Texas Law Hawk: https://youtu.be/ir6OGTiv1Ds
Wayne Clifton, Auto Connection: https://youtu.be/UexbdvathUE
Rico Kreindel, Mr. Appliance: https://youtu.be/ovdDBWEJMmw
Fancy Ray, Treehouse Furniture: https://youtu.be/mqFjQEVfgyA
Marc Brown, Norton Furniture: https://www.youtube.com/watch?v=e0DY5C0Tlp0
Marketing & PR
Campaign Background
All ads were created by Deutsch and the Quesalupa campaign incorporated work from Taco Bell agency partners: Spark, Digitas and Edelman, as well as Octagon and the Syndicate
Return to Super Bowl Announcement + Redacted Release
Taco Bell announced their return as a Super Bowl advertiser with the brand’s first–ever redacted press release on January 7
The release withheld details of what could be Taco Bell’s “biggest launch to date” to keep fans and media guessing leading up to the big game
Link to press release: https://www.tacobell.com/news/taco-bell-announces-return-to-super-bowl
Link to redacted press release image: https://www.tacobell.com/news/biggest-food-creation-yet
Pre-order Announcement + Updated Redacted Release
Taco Bell gave fans the chance to be among the first to try the Quesalupa with their nationwide, first-ever, blind pre-order on Ta.co.
Fans who pre-ordered were able to pick-up their reserved food item on February 6 from 2-4pm local time, ahead of the nationwide reveal and two days before its nationwide availability February 8
Link to press release: https://www.tacobell.com/news/taco-bell-reveals-first-ever-pre-order-and-teasers
Link to redacted press release image: https://www.tacobell.com/news/taco-bell-announces-pre-order
Quesalupa Announcement
Following weeks of teasers, pop-up experiences, exclusive sneak peeks and fun content, Taco Bell revealed the Quesalupa with a :30 second spot titled “Bigger Than Futbol” during Super Bowl 50
Link to press release: https://www.tacobell.com/news/taco-bell-unveils-the-quesalupa
Snapchat Story
On Saturday, February 6 from 2-4pm, Taco Bell organized its biggest Snapchat story ever, with the help of four influencers and three Feed the Beat® bands reporting live from six Taco Bell restaurants across the US
The Snapchat “Pre-Order Bash” let Taco Bell’s most famous fans on Snapchat give their followers a sneak peek at the secret product, two days before it becomes available nationally (Monday, 2/8)
Influencers were able to invite their followers to tune into Taco Bell’s Snapchat for an uncensored, real-time celebration filled with Feed the Beat® artist performances, fan reactions, custom ge0-filters and more!
Feed The Beat Pre-Order Events
Taco Bell surprised fans in three restaurants in SF, LA and Toledo.