Laredo Taco Company
El Campeón vs. El Rival
It’s not every day a gas station taco turns into a wrestling match. Laredo Taco Company changed this in order to grow beyond its core audience without losing authenticity, the campaign leaned into luchador-style rivalry inviting fans to engage, react, and choose their taco like it actually mattered.
Addy Award Winner 2020: Bronze, Apparel
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.