November and December are the most competitive months for the fast food category in Costa Rica. So, when October comes around, Taco Bell faces investment restrictions. This meant letting Halloween, a celebration that is huge amongst its prime target, slip away.

In a co-creation effort between Agency and Taco Bell, we created our own monster to honor the season: a new wrap, inside a huge green tortilla, that joined the ingredients of chalupas, tacos, burritos and quesadillas.

First, the new product was created by the agency and TB's Food Innovation and Development team. The only requirement was that it not only a great taste, but that it had to be made with parts of other products from Taco Bell’s existing menu.

We developed a name that, besides being representative of the holiday, would help our audience understand the uniqueness of the new product.

A few days prior to October 31st, we rolled out the Franken Wrap.

We launched it using Taco Bell CR’s official Facebook page.

All the chain’s restaurants were decorated with P.O.S. materials that introduced the new product, stating it was exclusively created to celebrate the holiday.

By only using Facebook and P.O.S. material, the strategy achieved:

Over 13.000 Franken Wraps were sold in a little over a week, almost what a “star product” sells in a month.

The product is now an official part of the brand’s annual promo calendar.

Taco Bell International selected the strategy as a Best Global Practice, to be replicated in other markets.