Taco Bell Doritos Quesalupa

Taco Bell's newest food creation, the Doritos Quesalupa (a taco with a Doritos shell wrapped in a cheese-filled chalupa!) was ready to to be released for testing in the Cincinnati metropolitan area. The Taco Bell Marketing and Creative teams needed to work together to create awareness and excitement for Taco Bell x Doritos fans. The goal was to collect feedback and sales data to determine if the Doritos Quesalupa could be released nationwide.

Solution

The Marketing team’s strategy was to emphasize the “crunchy” and “cheesy” aspects of this food creation, as these were top reasons that other food creations at Taco Bell were successful. I chose to visually express this through broken chips to signify the “crunch” inside the Quesalupa. I also highlighted a cheese “pull”, as a way to show the melty cheese within the outer shell.