Taco Time is transforming real customer reactions into a new campaign to encourage #OrderingAhead through the Taco Time Time App.
The creative, developed with agency DNA and its production shop Petting Zoo, features parking lot cops making fun of drivers waiting in one of the chain's drive-thru lanes. In a reality TV show-style clip, the Segway-riding Time Squad force notes the time being wasted by waiting in line, sometimes writing fake citations to amused drivers.
The campaign includes digital and social content including YouTube pre-roll ads that tell viewers that “the only thing worse than waiting for your video is waiting in line for tacos.”
A 30-second version will run in broadcast TV as well. The Time Squad appears in point-of-sale and on Taco Time’s website to round out the campaign.