Salt & Straw x Taco Bell: The Tacolate

2025

A viral product launch reimagining the iconic chocolate taco through cultural storytelling, influencer strategy, and experiential activations

Role: lead content strategist and campaign producer

Brand Positioning & Content Strategy

Developed go-to-market narrative positioning Tacolate as "the legendary chocolate taco, reimagined,” building cultural heat through pre-launch "exposé" content, product sighting campaigns, and nostalgia-driven storytelling. Led all messaging development, product descriptions, packaging copy, and channel-specific content strategy across social, email, in-store, and digital touchpoints.

Influencer & Media Strategy

Designed and executed three-tier influencer strategy: gifted 120 tier-1 influencers and media pre-launch, managed ongoing campaigns across 160+ micro-to-macro creators, and coordinated 300-taco media seeding for restock launch. Secured exclusive press placement with The New York Times and The Today Show. Resulted in 156M+ social media impressions and 16B+ media impressions.

Launch Activations & IRL

Produced Salt & Straw's presence at The Infatuation's EEEEEATSCON in NYC, serving 700 tacos over opening weekend. Coordinated nationwide launch stunt ideation including street-level "sighting" activations and shop takeovers with floor-to-ceiling branded experiences across 50+ locations.