Any holiday that occurs during a pandemic requires some creativity on the part of the celebrants. With gatherings of pretty much any size canceled and Zoom fatigue setting in, we could all use a little extra excitement.
Tuesday is Cinco de Mayo, an annual celebration to commemorate the Mexican Army’s defeat of the French at the Battle of Puebla in 1862, but it has evolved over the years into a broader celebration of Mexican-American heritage in the United States.
While the holiday won’t mean any large gatherings this year, Taco Bell is bringing a slice of the festivities to us with an at home taco bar and recipes to make your favorite Taco Bell meal within the socially distant bubble of your kitchen.
“Cinco de Mayo celebrations will look a little different this year, clearly, so we wanted to provide fans with a convenient, safe and fun way to enjoy the Taco Bell flavors they love and be a larger part of their festivities,” said Tracee Larocca, svp of brand engagement and advertising at Taco Bell. She noted that the campaign “spotlights innovation,” allowing fans to turn their kitchen tables into a Taco Bell test kitchen.
The kits can feed up to six, and include classic items like flour tortillas, crunchy taco shells, nacho chips, seasoned beef, shredded lettuce, nacho cheese sauce and hot sauce packets. They also include recipe cards so fans can build their own versions of Taco Bell classics or past favorites, like the Double Decker Taco, said Larocca. The brand is inviting customers to post their creations on social with the hashtag #TacoBellCreations.
Recipes for Taco Bell-inspired beverages are also included in the kits, featuring mocktails and cocktails like the Taco Bell Wild Strawberry Tequila Sunrise. Recipe cards for the beverages and food items will be on the Taco Bell blog starting May 3.
While the brand didn’t go into detail about what its Cinco de Mayo campaign might’ve looked like this year if a pandemic hadn’t hit, Larocca said that it’s been able to make some quick changes to marketing content. Some ad spots have come together in as little as two days, she said.
“It’s been pretty remarkable actually to see the flexibility of our teams to put out new advertising in the new normal,” said Larocca.