Taco Bell’s totally tubular PR stunt

Who: Taco Bell, Grip Limited, Mindshare (media), Edelman (PR)

What: The world’s first “Slide-Thru,” a pick-up window enabling tubers to grab the QSR’s new limited time product, the Crunchwrap, at the bottom of the hill.

When & where: Taco Bell introduced the “Slide-Thru” on Saturday at Horseshoe Resort near Barrie, Ont.

How: Tubers placed their Crunchwrap order through a microphone at the top of the hill, then picked it up at the end of the run. Approximately 100 Crunchwraps were given out.

Why: The stunt promoted the LTO Cheetos Crunchwrap Slider, a menu item exclusive to Canada. The slider comes in three flavours: Beefy Cheddar, Spicy Chicken and Supreme.

And we quote: “Unique, exciting and off-the-wall events are an essential part of the recipe that makes Taco Bell what it is. This fan favourite deserves a celebration that’s as audacious at the Crunchwrap itself, something wild and unexpected and has never been tried before.” —Veronica Castillo, head of marketing, Taco Bell Canada

Chris Powell