Taco Bell: Taco Diamonds

In a world of swiping, ghosting and situationships, dating has become a HOT MESS. The romance is just not romancing.

But, over 85% of Gen Z believe friendships are more important than romantic relationships. And why not? From our sauciest moments to the messiest ones, our besties help turn chaos into a moment to shine.

So, we took our broken taco shells and turned them into real uncut diamonds. We then used this traditional symbol of romance and celebrated a non-traditional kind of love.

We created Y2K-inspired best friend necklaces and held a social media contest to give them away.
People ate it up: 6.1 M Impressions, 3500+ contest entries, 22000 TikTok Engagement, 1100 New Followers

We took the celebration IRL with a pop-up in Toronto where we didn’t just serve tacos, we served an experience.
The pop-up was popping with over 350 attendees.