Freeing Taco Tuesday
When we discovered the term “Taco Tuesday” was trademarked, we believed this was a true injustice. The owner of the trademark sent cease-and-desist letters to small businesses who dared to celebrate the day. As a big brand in the world of tacos, we knew something had to be done about this, so we took a powerful, innovative action: filing a legal petition to challenge the “Taco Tuesday” trademark.
We turned an action into a movement and a full funnel creative campaign that galvanized supporters by enlisting THE Taco Tuesday icon himself: LeBron James. We didn’t just want any celebrity partner. We needed someone who believed in the cause as much as we did.
By taking a bold stance on this matter, we demonstrated our commitment to the tradition and its significance in the lives of taco fans everywhere. We employed a multichannel approach, utilizing various platforms to reach our audience, but the most important piece of creative was the legal filing itself. We took what should be a boring piece of legal and made it a core part of our campaign. We also worked with lawyer TikTokers to help explain our case. All assets drove to a change.org petition where fans could show their support. The creative pieces were intricately interwoven to tell a compelling story, encourage active participation, and maximize reach. Ultimately, the most overt success from our campaign was freeing the "Taco Tuesday" trademark itself. While we were advised by our legal team that this fight would take over two years to free, we were successfully able to free the trademark in three months. From the campaign, we gained over 21 billion impressions across our earned media, collected 25,000+ petition signatures from fans, and earned our place on Ad Age's list of brands with equity amongst Gen Z.
Change.org Petition for Freeing Taco T***day
Awards: 11
We turned an action into a movement and a full funnel creative campaign that galvanized supporters by enlisting THE Taco Tuesday icon himself: LeBron James. We didn’t just want any celebrity partner. We needed someone who believed in the cause as much as we did.
By taking a bold stance on this matter, we demonstrated our commitment to the tradition and its significance in the lives of taco fans everywhere. We employed a multichannel approach, utilizing various platforms to reach our audience, but the most important piece of creative was the legal filing itself. We took what should be a boring piece of legal and made it a core part of our campaign. We also worked with lawyer TikTokers to help explain our case. All assets drove to a change.org petition where fans could show their support. The creative pieces were intricately interwoven to tell a compelling story, encourage active participation, and maximize reach. Ultimately, the most overt success from our campaign was freeing the "Taco Tuesday" trademark itself. While we were advised by our legal team that this fight would take over two years to free, we were successfully able to free the trademark in three months. From the campaign, we gained over 21 billion impressions across our earned media, collected 25,000+ petition signatures from fans, and earned our place on Ad Age's list of brands with equity amongst Gen Z.
Change.org Petition for Freeing Taco T***day
Awards: 11
- 2x Cannes Lions: Bronze
- 6x Clio Sports: 1x Gold, 3x Silver, 1x Bronze, 1x Shortlist
- 1x Shorty: Finalist
- 1x One Show: ADC Bronze Cube
- 1x Effies: Gold