For years, Taco Bell captivated Millennials with lifestyle-centric marketing. Now targeting Gen Z, we aimed to redefine our brand identity. Gen Z values brands with clear beliefs, so we stood for the freedom of a beloved tradition, “Taco Tuesday.” Our campaign stemmed from the widespread popularity of Taco Tuesday—and the fact that one brand had trademarked it so they alone could promote it. That was unfair. It hindered other businesses, including small ones, from celebrating. As a leading taco brand, we took action to rectify this issue, recognizing Taco Tuesday's cultural significance and the importance of the tradition. By challenging the trademark, we demonstrated our commitment to fairness and supported the small businesses affected. This initiative aligned with our ethos of authenticity and resonated with our audience, fostering stronger connection with Gen Z. Our objective was clear: Liberate the trademark.

When we discovered the term “Taco Tuesday” was trademarked, we believed this was a true injustice. As a brand that leads Taco Culture, we knew something had to be done about this, so we took a powerful action: filing a legal petition to challenge the “Taco Tuesday” trademark. We employed a multi-channel approach, utilizing various platforms to reach our audience, but the most important piece of creative was the legal filing itself. We combined our legal and creative minds to write a singular piece of communication to work as an actual legal petition that could be filed with the US courts, and also to become viral throughout traditional and social media platforms. This bold move not only aimed to liberate the term but also sparked a nationwide conversation. By combining legal expertise with creative storytelling, we not only challenged a trademark but also ignited a movement for Taco Culture.

With the firm belief that “Taco Tuesday'' belongs to all who make, sell, eat and celebrate tacos, Taco Bell set out to liberate the trademark and return it to where it rightfully belongs – the people. A multi-phased campaign that drew inspiration from the legal community was built to help media understand this was not just any other brand campaign, but a true legal action Taco Bell was taking to help change the taco landscape forever, and ensure the good intentions of the legal filing remained at the forefront of the campaign. Inspired by the tropes of the legal community, PR set out to raise awareness on the ridiculous trademark limitations, educate on the journey to liberate it, and ultimately celebrate with taco lovers everywhere once it was liberated.

We employed a multichannel approach, utilizing various platforms to reach our audience. The most important piece of creative was the legal filing itself. We took what should’ve been a boring piece of legal and made it the core of our campaign. We combined our legal and creative minds to write a singular piece of communication to work as an actual legal petition that could be filed with the US courts, and also become viral throughout traditional and social media platforms.

After the filing, we worked with lawyer TikTokers (aka Lawfluencers) to help explain our case to the public. 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. By combining legal expertise with creative storytelling, we not only challenged a trademark but also ignited a movement for Taco Culture.

At the core of our business objective was an unequivocal mission: to emancipate the "Taco Tuesday" trademark. This objective was chosen to facilitate the unimpeded usage of this beloved phrase by all (not just by Taco Bell), devoid of legal encumbrance. Although initial estimates suggested a timeline of over two years, we successfully achieved trademark liberation within a mere three months.

Our campaign resonated profoundly, amassing over 21 billion impressions across various media channels, 11,000 unique stories, garnering more than 25,000 petition signatures from enthusiastic supporters, and earning coveted recognition on Ad Age's roster of brands with considerable influence among Gen Z audiences.

The liberation of the Taco Tuesday trademark, spearheaded by Taco Bell's advocacy, represented a pivotal moment in the taco landscape. In a bold move, Taco Bell championed the cause for universal access to this iconic phrase, ending the exclusivity imposed by its former trademark holder forever.