From selling $0 in fries to 50... MILLION IN ORDERS
'I’ve seen tons of ads for fast food, never has one made me literally WALK to their restaurant to buy it'
Taco Bell launched Web of Fries, a cinematic ad that mimicked a Hollywood conspiracy thriller to introduce their new Nacho Fries food menu.
Instead of a traditional fast-food ad, they went for a humorous action movie trailer-style commercial.
Before launching Web of Fries in 2018, Taco Bell had never served fries as a menu item.
Introducing Nacho Fries instead of regular fries was a significant move;
positioning them as a rebellious alternative to traditional fast-food fries, which are typically served with ketchup.
Unlike its competitors, Taco Bell paired its fries with nacho cheese, making them different.
Upon launch, Nacho Fries quickly became Taco Bell’s most successful limited-time offer.
Making it the greatest product launch in the company’s history.
VIRAL MOMENT
The Web of Fries is a conspiracy thriller-like ad featuring Josh Duhamel,
He uncovers a secret organization called "Big Fries" that prevented Taco Bell from serving fries.
The narrative includes cliche movie scenes like encrypted drives, car chases,
and of course, an evil secret organization pursuing Duhamel's character, preventing the truth.
The ad’s cinematic take plus humor, and clever satire made it highly engaging a recipe for virality,
leading to a record-breaking product launch!
BACKGROUND: The ad was created by the advertising agency Deutsch Los Angeles and produced by Reset.
Key creative leads included Pete Favat (Chief Creative Officer), Brett Craig (Executive Creative Director),
Ken Slater (Creative Director), and Bobby O’Neill (Copywriter).
The Challenge
Taco Bell, known for Mexican-inspired fast food, has never offered fries,
despite them being a staple at competitors like McDonald's and Burger King.
They needed a way to:
Introduce Nacho Fries as a must-try menu item
Differentiate from traditional ketchup-based fries
Create buzz beyond their existing audience for a new type of fries
Create an Ad like this!
Core Message
Before creating a concept, ask:
What is the unique value proposition of your product?
How does it challenge the status quo (like Nacho Fries vs. traditional fries)?
What emotion or reaction do you want to evoke?
For example, Taco Bell framed Nacho Fries as a rebellious new choice,
creating hype about why they had never offered fries.
Storytelling
To make your ad stand out, structure it like a movie genre:
Position your product as the hidden/suppressed hero
Engage audiences through humor and self-awareness.
Positions the product as bold and game-changing.
Think about what cultural references or storytelling (romance, sad, horror, or action) tropes fit your product.
Build a Narrative
Your ad should hook the audience immediately and take them on a journey:
Introduce a problem or mystery (e.g., Why doesn’t this exist yet?)
Uncover the "hidden truth" (e.g., Opposition keeps consumers from better options!)
Present your product as the hero (e.g., Nacho Fries break the cycle!)
Example Idea: A Thriller-Style Coffee Ad
Premise: A secret underground society keeps people "asleep" by promoting bland, ineffective coffee.
A whistleblower exposes [Your Brand’s] ultra-caffeinated coffee as the real solution to waking up.
Visuals: Dimly lit boardrooms, agents monitoring people, intense chase scenes.
Narrative: “They don’t want you to know this…”
CTA: “Dare to wake up. Try [Your Coffee Brand] today.”
KEY-TAKEAWAY FOR ENTREPRENEURS
-Storytelling sells: Turning a product launch into an experience makes it more memorable.
-Positioning matters: By framing Nacho Fries as rebellious, Taco Bell made them feel unique—even in a crowded market.
Comments
