• by Fern Siegel , 6 hours ago

Taco Bueno is targeting younger demos with a new campaign by The Infinite Agency.

Tim McCarthy directed the four 30-second spots, running on TV, digital and video, along with a social/influencer campaign.

In one commercial, a director gets increasingly frustrated as crew members steal the taco mid-shoot. A second ad dispenses with the taco altogether — it’s stolen by a drive-thru passerby before filming begins.

The ex-Mex QSR brand is kicking up the taco fun by teaming a Hot Honey Fried Chicken Taco with Mike’s Hot Honey. Available through Sept. 13, alongside new churro fries, the latest entree is purchasable at 127 locations across the South.

“Taco Bueno has always believed great marketing should be as memorable as the food itself,” said Dani Perales, director of marketing & innovation, Taco Bueno. “This campaign gave us the opportunity to introduce the Hot Honey Fried Chicken Taco in a way that feels unexpected, entertaining and true to our brand. We love that it trusts the audience to be in on the joke.”

The Infinite Agency has produced creative work for Southwest Airlines, Smoothie King, Dutch Bros and Sports Illustrated.

Founded in 1967 and now owned by Sun Holdings, Taco Bueno handles media internally.