This May, Taco Bell Canada permanently added Nacho Fries to its menus nationwide – a move for the beloved menu item that had never been done before! While this launch was iconic, the journey was no short of an adventure. From ideating to testing, take a peek behind the purple curtain to see how our people brought this product launch to life.
Canadians love their potatoes in just about every form, from classic fries to poutines, they’ve long been a staple in the Canadian food scene. After seeing Nacho Fries become a fan-favorite in the U.S., generating significant cultural buzz every time they returned to an experience, Taco Bell Canada decided to make some changes to their menu...permanently.
“We saw an untapped opportunity to bring this beloved innovation north of the border, giving guests a new way to enjoy our bold Taco Bell flavors,” said Meera Patel, Director of Marketing for Taco Bell Canada. “Consumer research and social listening told us Canadians were eager for more shareable, snackable items. That’s when we knew we had to make a fundamental change to our lineup. Nacho Fries fit that perfectly, offering both familiarity and a unique Taco Bell twist.”
As the team prepared to bring Nacho Fries to Canada, cross-functional partnerships played a crucial role in this campaign execution!
“Internal teams and franchise partners collaborated to ensure we could deliver the same product quality and experience Canadians saw online from the U.S.,” Meera Patel added. “From sourcing product and making sure the seasoning recipe was perfect, to developing training materials and configuring every interior and exterior print/menu panel, and building an integrated campaign to drive mass awareness, our teams worked hard to bring this to life. Together, we strived to create the best experience possible.”
When we release menu items in different countries, there is some form of education on how the consumer can best indulge in Taco Bell’s craveable food. However, bringing Nacho Fries to Canada just meant building upon the country’s already existing fry culture!
“Canadians already have a strong love for fries, which meant they were primed to try a new twist. With Nacho Fries delivering a completely different experience, it allowed us to position the item as a craveable, globally-inspired alternative.”
After tireless efforts and countless hours of hard work from the team, launch day finally arrived. Notable moments from this experience kick off included their flipping the script campaign.
“We teased Nacho Fries at Live Más Live Toronto earlier this year where we leaned into a powerful insight: every Canadian QSR serves fries with ketchup. That’s basic, and Taco Bell isn’t about being ordinary,” shared Meera Patel. “With Nacho Fries, we flipped the script and paired crispy fries made with Canadian potatoes, with bold Mexican seasoning and our iconic Nacho Cheese sauce, delivering a fry upgrade that stands apart.”
Check out different moments from the marketing launch below!
· National TV & OLV: Showcasing the bold, flavorful experience that’s anything but basic and going after ‘big ketchup’. Watch TV here.
· Social Media: Engaging creative and influencer content that teased the “ditch the ketchup” message.
· PR & Earned Media: Telling the story of how Taco Bell is rewriting fry culture in Canada.
· In-Restaurant: Bold POP emphasizing the unique seasoning and cheese sauce pairing at $3.49 national price point (value).
· Experiential: Invited Canadians to Live Más and publicly dump ketchup by upgrading their fry game: watch here.
Superfans: Host intimate lunches on Fry-Day with creators and superfans across the Greater Toronto Area.
Shout out to Team Canada for bringing an incredible campaign to life, and stay tuned for all the amazing things Canada does next!