El Taco Truck

The Challenge

Story was assigned to carry out the launch campaign, with the purpose to create awareness and interest in El Taco Truck. This by generating broad visibility for both the products and the brand itself in lifestyle media, food magazines, daily, evening and local press, as well as industry and business outlets to create a demand and with that support sales.

The Solution

We needed to show that El Taco Truck is more than just a truck and highlight the potential behind the pink facade. Therefore, we leaned against El Taco Trucks' long history of craftsmanship, inspiring travel stories and beloved products to consolidate their position as a high-quality player in a hugely competitive market.

Through storytelling, we created credibility for the brand and a curiosity to dare to bring in new flavors to our otherwise uninspiring Taco Tuesday. We highlighted the high quality and entrepreneurial journey, and got the media and the target group to open their eyes to the brand and see El Taco Truck as a serious challenger to the big taco giants.

The Result

The launch exceeded all expectations and has generated visibility in both print and digital media, longlead and shortlead, as well as social media with a spread throughout the entire Sweden. Over 40 kits with samples were sent out to curious journalists with the result that almost all clippings mentioned product benefits and the good taste. In the industry press, El Taco Truck was described as a challenger for the giants to look out for. In total, the work has resulted in over 70 clippings with a total reach of almost 4.4 million.