Never underestimate the power of a well-made taco
project overview
Laredo Taco Company wanted to bring new energy to its brand and connect with a broader audience. We developed a bold, culturally driven campaign that celebrated flavor, personality, and everyday moments—bringing the brand to life across retail, content, and in-store experiences.
Challenge
Customers were falling for a brand they hadn’t met yet
For years, people swung into Stripes convenient stores for tacos with hand-made tortillas and fresh salsa. But there was only one problem: no one realized that their beloved “Stripes taco” was actually served by a quick-serve restaurant concept called Laredo Taco Company. With plans to grow and expand, LTC needed to properly introduce themselves to their already loyal following.
solution
We helped the brand build a new identity that was both linked to and distinct from their Stripes partnership
LTC was already doing everything right, when it came to the tacos. No corners cut, only fresh, hand-made tacos the way they should be. We worked with LTC to translate this ethos into their brand truth: “Respect the taco.”
Using the truth as our foundation, we built a campaign that highlighted the hand-rolled tortillas, fresh salsas, and real eggs that went into every taco. “Made right, here” became a rallying cry for fans and employees alike who understood and appreciated the care, quality and tradition that went into making authentic Tex-Mex tacos.
results
Our integrated brand campaign breathed new life into LTC across every touchpoint
By respecting and leveraging cultural insights, our campaign not only connected with LTC’s core target audience; it also created a halo effect that attracted a broader market. Almost immediately, we saw sales increase by 35 percent.
By year two of the branding strategy, LTC was the second largest purveyor of tacos in the nation, selling more than 85 million tacos a year. The concept became so successful and brand love registered so high in competitive research that it attracted the attention of 7-Eleven, who ultimately bought the chain and took it nationwide.
