The success of Cinnamon Twist Cereal was more than just delivering result — it was about delivering non-replicable and disruptive approach only Uber Eats and Taco Bell could execute. This unique partnership brought out the best from both brands uncovering unexpected opportunities within community engagement, product innovation, mobile commerce, and beyond.

At it's core, this piece of work carried out Uber Eats’ promise to deliver anything in the strongest possible way by reinventing something people love. Cinnamon Twists were introduced circa 1988, replacing Cinnamon Crispas, which had been on the menu since 1980. As Taco Bell Cinnamon Twists have a dedicated cult following, Taco Bell and Uber Eats teamed up to turn this beloved dessert into an exclusive - the same crispy, puffed crown twists sprinkled with cinnamon and sugar, miniaturized, available for delivery, for one week only, in select U.S. cities.

With today’s commuters returning to work in the office and having less time to grab breakfast at home, every major quick service restaurant is looking to ingrain breakfast as a consumer habit. The more intense the competition gets, the harder it is to stand out. The task - create a branded retail campaign that is uniquely Taco Bell and Uber Eats that cuts through culture, drives earned media and orders of TB on Eats.

Introducing, Cinnamon Twists Cereal. We took the cultural relevance of cereal and a Taco Bell dessert staple, added milk, and turned it into the biggest, most crave-worthy, must-have breakfast of 2024.

We knew the best way for Uber Eats and Taco Bell to stand out in a crowded space would be to turn a simple breakfast delivery into an unmissable cultural occasion. Cereal is beloved due to the nostalgic connection from childhood and yet still untapped in the QSR category.

We reformulated and repacked the iconic Taco Bell dessert into a breakfast icon with some strong 90s flavor. We played up the nostalgia for cereal with a lenticular box design, a maze puzzle back-of-box, and a color changing spoon as the classic cereal box prize. This limited-edition product release was exclusive to Uber Eats orders and available in key U.S. markets of New York, Los Angeles, Miami, Chicago, Atlanta, and Dallas.

The demand for the cereal was instant with breakfast orders rising 39%, Member Rewards Program drops selling out same day, and top-tier coverage across national food, lifestyle, trade outlets, local broadcast. Mentions on Seth Meyers and Stephen Colbert late night shows proved the cereal became trending news.