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Taco Bell Invites Fans to Build Their Own Box

Packaged in a convenient, recyclable paperboard box, fans can create their meal exactly as they please.




IN ITS NEWEST PROMOTION, Taco Bell wonders, why not just Eat Like You? Your favorites. All together. For just $5. Rewarding its most passionate fans first, the new Build Your Own Cravings Box will be available exclusively to Taco Bell Rewards Beta members on the Taco Bell app now and to other Taco Bell digital customers members on February 11, 2021.

Packaged in a convenient, recyclable paperboard box, fans can create their meal exactly as they please from a selection of well-loved favorites. With the click of a button, 18 different variations come to life on Taco Bell’s mobile and website, showcased in the following categories:

  • Specialties – a signature item like the Chalupa Supreme, Cheesy Gordita Crunch or Crunchwrap
  • Starters – a Crunchy Taco, Soft Taco, Beefy 5-Layer Burrito or Bean and Cheese Burrito
  • Sides – Of course, the meal wouldn’t be complete without either Chips & Nacho Cheese Sauce or Cinnamon Twists
  • Drinks – A choice of Medium fountain drink rounds out the exclusive offer

The Build Your Own Cravings allows fans to create their meal exactly as they please, whether they’re craving vegetarian options, swapping out a protein for beans, or just sticking with the classics. How you build your box is up to you, no matter your protein preference.

“As we see it, there aren’t a lot of choices out there when it comes to value, forcing customers to play by others’ rules. But when your fans have different favorites on the menu, why not celebrate that?” said Nikki Lawson, Taco Bell’s chief global brand officer. “The Taco Bell I’m proud to lead does it differently – we put fans in the driver’s seat and allow them to eat how they want to eat, not how someone, irrespective of how famous they may be, tells them to.”

Taco Bell is going all in on the launch with marketing that empowers fans to take pride in its unique crunchy, cheesy or spicy taste. The digital and social campaign includes some of Taco Bell’s most influential fans including actor Noah Centineo, TikTok influencer Nava Rose, K-Pop star CL, iconic Drag Queen Onyx Black, and BMXer Brad Simms, among others. However, the celebrities won’t be sharing their own orders, but rather reminding consumers to never settle for someone else’s taste buds. With no predetermined celebrity meal in sight, fans will be encouraged to share their own unique Cravings Box orders on social platforms, such as TikTok, with a never-before-seen filter and hashtag challenge, and will even be able to take on the role of a lifetime as they act alongside Noah Centineo in a passionate TikTok duet. Fans should keep their eye on Taco Bell’s social channels and even their own For You Page for information and even more surprises.


Linda Casey is the editor-in-chief of BXP.

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