Taco Bueno’s New Hot Honey Taco Keeps Getting Stolen in New Campaign

The Hot Honey Fried Chicken Taco, the brand’s first collaboration with Mike’s Hot Honey®, marks Taco Bueno’s unique entry into the booming trend.

Taco Bueno, the Texas-born Tex-Mex QSR brand, is launching its first collaboration with Mike’s Hot Honey.

Or at least it’s trying to…

That is the premise behind Taco Bueno’s new campaign for the Hot Honey Fried Chicken Taco, which breaks the fourth wall to show a commercial shoot repeatedly derailed by a taco too tempting to leave alone.

The hero spot shows a director scrambling as crew members steal the taco mid-shoot. Social content extends the mayhem, with the director “crashing out” in the background as production continues to unravel. Another video never shows the taco at all after it is stolen by a drive-thru passerby before filming can begin.

The bit doubles as a reminder that the taco, which debuts as a limited-time offer, won’t be around for long. 

The Hot Honey Fried Chicken Taco pairs crispy chicken with Mike’s Hot Honey. It is available through Sept. 13, alongside new Churro Fries, which are served with a caramel dipping sauce.

Hot honey has become a fast-food mainstay, but Taco Bueno is entering the trend with a deliberately chaotic, self-aware campaign designed to connect with younger guests. Rather than simply showcasing the product, the work turns the shoot itself into entertainment and makes the taco’s limited availability part of the joke.

“Taco Bueno has always believed great marketing should be as memorable as the food itself,” said Dani Perales, Director of Marketing & Innovation, Taco Bueno. “This campaign gave us the opportunity to introduce the Hot Honey Fried Chicken Taco in a way that feels unexpected, entertaining, and true to our brand. We love that it trusts the audience to be in on the joke while reinforcing just how irresistible this limited-time offer really is.”

The campaign will run across TV, social, digital and in-store point-of-purchase.

The work was created in partnership with The Infinite Agency, a creative and media shop based in Dallas, with Tim McCarthy serving as executive creative director and Caleb Alba and Alan McCoy as creative directors. Tim McCarthy also directed the spot, while production was handled by Trust in the Vision Media.

Source: The Infinite Agency

  Campaign, Digital, Hot Honey Fried Chicken Taco, In-store point-of-purchase, Marketing & Innovation, Social, Social Content, Taco Bueno, The Infinite Agency, Tim McCarthy, Trust in the Vision Media, TV