In the summer of 2015, Taco John’s released three new menu items with the goal of gaining young fans – Street Tacos, Walking Tacos, and Citrus Rush Summer Drinks. Rather than to create promotions for each new item, we decided to present all three under one campaign, making the season the Summer of Tacos.
We built curiosity by creating a landing page and other promotional materials that hinted at what new food items would be coming to Taco John’s over the summer. In the end, the campaign was a smash hit – the limited-time menu items were some of the most successful in Taco John’s history.
Before the campaign began, we rewarded our most devoted followers with exclusive Summer of Tacos materials like flip flops, Frisbees and small jars of our famous Potato Olé seasoning. The boxes also contained info about the new items that would arrive at TJ soon.
A week before the first new menu item went on sale, we hosted a Summer of Tacos preview party in Lincoln, Nebraska. Fans were invited to join us for live music and a chance to try Street Tacos and Summer Drinks for free.
As part of our focus on relating to young fans, we traveled to music festivals and other events in the Midwest, handing out t-shirts, coupons and a chance at an entire summer of free TJ® food.
Our social content focused on enjoying the days of summer and the Summer of Tacos menu items while they lasted.