Taco Bell is known for creating clever activations for its enthusiastic millennial and Gen Z fan base. It has held an exclusive dinner in its top-secret test kitchen, hosted Airbnb sleepovers in its restaurants and, recently, it erected a billboard that literally dispensed piping hot nacho cheese. Taco Bell’s latest stunt lives up to its reputation. Celebrating the Cheetos Crunchwrap Slider’s return to Canada, the brand created a “Slide-Thru” window for one day on March 2 at the bottom of a snow-tubing run at Horseshoe Resort, outside of Toronto.
“We’re always looking for new ways to innovate and offer our fans unexpected experiences that celebrate the Taco Bell brand,” says Veronica Castillo, head of marketing at Taco Bell Canada. “To welcome back the fan-favorite Cheetos Crunchwrap Slider and raise awareness of this Canadian-exclusive, we wanted to bring our fans an experience that felt uniquely Canadian.”
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Once at the top of the hill, hungry tubers walked up to the chain’s recognizable purple bell signage to choose from a menu of three flavors for the Cheetos Crunchwrap Sliders: Beefy cheddar, spicy chicken or supreme. Behind the scenes, cooks in a nearby pop-up kitchen prepped the order and a snowmobile then rushed the hot food to the Slide-Thru window at the bottom of the hill.
When the order was ready for pickup, the Slide-Thru attendant would tell the tuber to slide on down—in a bright orange Taco Bell-branded tube—and grab their food from the window at the base of the mountain. Cruising by an outstretched hand, fans would snatch up their paper bag and continue on over to a lounge area to enjoy their meal.
Approximately 125 tubers, resort-goers and a group of Taco Bell fans the brand bussed to the ski hill exclusively for the experience passed through the Slide-Thru over a period of a few hours. Agency: Grip Limited, Toronto.