What it had to solve
Re-launch Nacho Fries by following up Deutsch's earlier 'Web of Fries' trailer with a sequel in the style of a Hollywood action romp.
The idea
Make the product relaunch a movie sequel, with a big-budget action trailer that takes digs at fast-food rivals.
How it works
'Web of Fries II: Franchise Wars' has hero Josh Duhamel return to a future dystopia where people rebel against the tyranny of 'Big Fry'. Wally Pfister directed. The campaign ran across TV, radio, digital and social through summer, ending with a Demolition Man pop-up at a San Diego Taco Bell on 19 to 21 July.
What it did
The material reports no sales or view figures. It records an integrated summer campaign across TV, radio, digital and social that ended with a three-day pop-up in San Diego.
Background
When Nacho Fries returned to Taco Bell in July 2018, agency Deutsch made a sequel to its earlier 'Web of Fries' trailer. 'Web of Fries II: Franchise Wars' is built like a big-budget Hollywood action film and takes a few subtle digs at Taco Bell's competitors.
Hero Josh Duhamel comes back to a future dystopia where people are in rebellion against the tyranny of 'Big Fry', with LBB inviting readers to guess which franchise is meant. Love, action and revenge are all in the plot, and LBB hoped it would get a full cinematic release.
The integrated campaign ran across TV, radio, digital and social through the summer. It ended with a Demolition Man pop-up at a Taco Bell in San Diego from 19 to 21 July. Credits list Wally Pfister as director through Reset, with post-production at Method Studios New York.
Why it lands
A movie-trailer format makes a menu item feel like a cultural event.
Casting a recognisable actor in a sequel to an earlier trailer rewards viewers who saw the first one.
A pop-up themed on the film's references moved the story from screens into a real restaurant.
What you can take
Treating a menu return as a film sequel gives a limited-time product the scale of an event, and the rivals you tease do the rest.
Since then
The material is the launch report only and gives no later results for the campaign.
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