• by Teresa Buyikian , Yesterday

Taco Bell’s latest advertising campaign isn’t just fan-centric; it’s promoting menu variations actually developed by its customers.

The QSR giant rolled out its Fan Style option on its app earlier this summer, allowing customers not only to customize their orders, but to name and promote their creations in the app. More than half of Taco Bell’s online orders already contain some form of customization, per the brand.

Some of the most popular creations have included “The Yeatwrap,” which is rapper Yeat’s take on the Crunchwrap Supreme with steak, no tomatoes and jalapeño sauce; and The Quesarito, with seasoned rice, chipotle sauce, beef and sour cream wrapped in a quesadilla.

Over 32,000 unique Fan Styles have been created and shared in-app since July. Each Fan Style option automatically generates a custom graphic and link, which can then be shared across social media. The original creator earns points based on the item’s value, and can track how many customers ordered it within the app.

On July 29, 15 of those who submitted in-app during a specific drop period were selected to have their creation appear in out-of-home ads, which rolled out this week.

“Our fans know every inch of the Taco Bell menu, so it only makes sense that they help dream up what belongs on it next,” says Taylor Montgomery, Taco Bell CMO, in a release. “Fan Style is about giving them the power to show off their creativity and pride in their go-to orders. It’s the ultimate fan-first move.”

The ads run in various markets in multiple formats across the U.S. The winners include: "Ooo She’s Spicy" which appears on a Times Square billboard in New York City; “Fry-Rito Burrito” on the TCL Chinese Theatre marquee in Los Angeles; and "Nachopeno Crunch" on a digital boat board on the water in Tampa, Florida.

Fan Style ads also appear on sky banners and in movie theater preview ads.