Taco Snackdown
Laredo Taco Company
Role: Art Director
Addy Award Winner: Bronze, Apparel
It’s not every day a gas station taco turns into a wrestling match. To grow beyond its core audience without losing its soul, Laredo Taco Company leaned into a luchador-style rivalry. We invited fans to engage, react, and choose their taco like it actually mattered.
Instead of treating the campaign like a product launch, the focus shifted to behavior: What people would actually do, not just what they would see.
The idea was simple: bring people in on the drama. That meant leaning into rivalry, reaction, and a tone that felt closer to the culture than advertising.
In other words, less “here’s the product” and more “which side are you on?
The campaign was designed to show up in multiple avenues, but always with the same idea.
Social content encouraged people to reach, respond, and take a side.
Digital elements extended the interaction beyond static posts.
In-store and physical assets brought the idea into real-world environments.
Merchandise gave the audience a way to participate beyond the phone.
Each piece wasn’t meant to stand alone. It was part of a system that made the campaign feel consistent whenever it showed up.
The campaign helped LTC connect more directly with its core audience while supporting a broader reach. More importantly, the idea stuck. The “choose your side” concept continued to show up in the brand’s work beyond the initial campaign leaving a small but clear signal that it resonated.
Creative Director: Kat Cockrell
Copywriter: Brandee Dudenhoefer