TACO BELL X BIG CHEEZE-IT
Promote Big Cheez-It’s return to Taco Bell menus with a fun, tech-forward early access campaign designed to thrill their super-online fan base (and leave them hungry for more).
The Goal
AI’s First CrAIving
The Cheeze-It X Taco Bell collab is so diabolically delicious, it’s hard to imagine how humanity could even conceive of it…So who’s to say it didn’t come from the brain of a futuristic AI so obsessed with cheesy innovation it couldn’t be contained?
Enter “Big CrAIvings” — a social campaign that drove impact across Taco Bell’s owned Instagram, complemented by an organic Creator campaign, and culminating in an IRL launch event in Downtown Los Angeles.
CrAIvings INSTAGRAM TAKEOVER
Taco Bell AI’s craving burst onto the scene with an IG blackout followed by a series of images posted hourly on the feed, showing off its single-minded obsession with the return of its favorite treat. We partnered with artist duo Pax & Q, known for their mind-bending digital art, to capture each fantastical craving through their beautiful 3D renderings, fueling hype as consumers worked to unravel the mystery.
CREATOR PARTNER HYPE BOOST
As our online community started theorizing and excitement built surrounding the stunt, we deployed a partnership with breaking news creators to spark a social narrative, intensifying speculation around what the heck was happening on Taco Bell’s socials.
EARLY ACCESS KICK-OFF
On the last day, Taco Bell’s IG feed resumed business as usual, but not without a final resolution post signaling to humans everywhere that we were back in control—and officially announcing Early Access to big Cheeze-It.
The Place:
Laundry Service & Cycle