Taco Bell At The Cantinas

Taco Bell came to us with a business problem. Gen Z (on the whole) skips the bars, thus late night Taco Bell visits have plummeted. Taco Bell needed to pivot to the daytime lunchcrowd, so they created a new menu, The Chicken Cantinas Menu, which houses better premium ingredients.
So we went head to head with other agencies on the brief: How do we get Gen Z to Live Más before 8 pm?

And that got us thinking… who lives their best lives in the daytime??? Why, retirement communities like the Villages in Florida, of course. Those seniors know how to maximize those daylight hours with all the fun activities. Looking further into it, Gen Z and the over 60s had a lot in common. Trends like bingo games were appealing to the youth, eclectic grandpa fashion is projected to be the number one aesthetic of 2024, pickle ball is the fastest growing sport in America, “Gran-fluencer” accounts like the Retirement House have millions of followers, and the list goes on and on.

So we created the Cantinas. An Early Retirement Community for all ages to relax, unwind and try the new Cantinas Chicken.

Announcement

I flew to LA and recreated retirement vibes for our announcement and PR assets. We had the models (including our lovely senior Holly) enjoying some activities (pickle ball, golf, pool time) which will be featured at the Cantinas. These announcement assets had our ticket sales sell out completely in 3 minutes. People are ready to retire!

Earned media Snippets

Cantinas Design

I had to design every square inch of this and worked with our vendors to get this country club feeling like a retro inspired, Taco Bell-coded retirement community. I wanted the whole place to have tons of winks into “grandpa core,” so we have fun installations like a swingers club porch swing, a billy bass wall, and yarn bombing the trees. Here’s a sneak peak!

SUNDRIES

We even went a little unconventional on the merch. We sourced all vintage “retired” items and added Taco Bell branding embroidery and patches, so our attendees have one-of-a-kind merch.

Activities

Edelman LA

Spike Logan
Syd Felton