Taco Bell: Fry Again

For years Taco Bell has built excitement around their notorious Fries campaigns, beloved spoofs of storylines fashioned as movie trailers. But in 2022 it was time to refresh the fries campaign in a major way. For the first time in its longstanding history we completely reinvented the platform. Introducing Fry Again, the first ever fan created Nacho Fry trailer.

To launch we turned to X, inviting our 1.9M followers to write the plot. Through a series of interactive tweets we allowed fans to create everything from the genre of the film to the name of the main character's darling pet. To keep the hype going as we shot and edited we continued to engage our fans, bringing them into every creative element from the shot selection to the movie poster design. We leveraged our various social platforms, from Tik Tok to IG, using all sorts of organic engagement tools. Over the course of two days, with some of the best creatives and community managers in the industry, we turned these tweets into a script that weeks later would air as the freshest, most beloved Fries trailer yet.