America is the land of fast food. And its capital is McDonald’s — home of the world’s most famous fries. Fries smothered in ketchup. But Taco Bell is a Mexican inspired restaurant, and fries have no place there. In fact, people think fries + Mexican = weird. In order for our fries to have a fighting chance with American consumers we had to put ourselves on the same playing field with McDonald’s and go straight for the leading competitor (and their fries). And because Taco Bell Nacho Fries are served with nacho cheese, we were even going to take a stab at ketchup, too. All executed in a way that played up America’s fascination with conspiracy theories. We’d break McDonald’s monopoly on fries by exposing their Web of Fries.