We noticed that the likes, emojis, and “HBD”s have kiiinda turned us into careless zombies. It’s like we’re living in a wasteland of empty interactions. So we wondered, how can Taco Bell create a way for people to spread love? What if we helped them to share more meaningful connections...through the power of tacos. Because tacos are the perfect gift for any occasion or no occasion whatsoever.

Introducing Taco Gifter: the first-of-its-kind taco-gifting service. With this digital tool, we’re turning those zombie gestures into meaningful (and delicious) connections. Yep, gifting a real, legitimate taco is totally a thing now. And that taco can mean whatever you want it to, from “sorry I dissed your mustache” to “congrats on parallel parking.”

And we made over 300 GIFs for you to pair with your taco gift. Just pick your favorite, add a message, and send an actual taco to whoever you want! It’s the perfect way to make somebody’s day. To kick things off, we teamed up with influencers to gift free tacos and spread the good word to everyone, from the drag community and the gamers, to the musicians and the meme-ers. We even maxed out our IG story with 100 reasons to gift a taco. Because there’s a taco for everything and everyone.

With the launch of Taco Gifter we set out to once again put Taco Bell in a category of its own. None of our QSR competitors had a tool like this - one that gave a hero menu item the unique opportunity to be the impetus and reward for personal 1:1 moments. And to make good on our purpose, to make meaningless moments, we launched Taco Gifter on National Taco Day, the meaningless moment Taco Bell took on as their Christmas. To spread the word and educate our audience on the tool, we launched a digital only campaign that taped our cult, a mix of influencers and diehard fans, to demonstrate all the fun reasons to give a taco with their own friends and followers.

Taco Gifter is a brand new e-commerce gifting platform built within the Taco Bell mobile app and also available on tacobell.com. The development of the app experience makes the natural process of giving a gift more exciting. Accompanying a personalized message is a GIF from the custom Taco Bell GIF library to capture the sentiment of your gift taco perfectly. Recipients then receive a gifted taco via their own link sent through virtually any method (i.e. text message, DM, tweet, a hyperlink in a handwritten letter; the possibilities are endless)! Tying it all together is a sleek brand design inspired by the joy of gift giving that pulls in classic brand iconography, making Taco Gifter a unique, but very much a Taco Bell, digital gift experience.

Taco Gifter made 10/4 Taco Bell’s highest performing Sunday to date for Ecomm sales with a +78% in sales compared to National Taco Day sales the year before, 2019. However, Gifter conversations increased Taco Bell overall brand mentions net positivity by 84%” And that’s what it’s all about—Taco Bell has created a new way to celebrate all the little moments, by redefining what a taco can be.