- Taco Bell has teamed up with musician Omar Apollo for a line of limited edition sauce packets. The sauce is inspired by Omar and his mother’s home version of Taco Bell sauces.
- To promote the new line, Omar and his mother star in a video in which the pair visited the Taco Bell Test Kitchen to make a batch of the sauce.
- Consumers can order Disha Hot Hot Sauce Packets along with a limited-edition Disha Hot Discovery Box. The QSR is also giving away a limited edition Taco Bell X Disha Hot variant of Omar’s new album “God Said No” on vinyl through the Taco Bell app.
Celebrity partnerships like these help brands reach music fans and get in front of new target audiences, which might crossover with their own customer personas. For Taco Bell that means getting in front of Omar Apollo’s Gen Z audience. This partnership also offers a personal touch with Apollo starring in a video alongside his Mom.
The effort came out of the Taco Bell Feed the Beat artist program that Apollo participates in. The Taco Bell team learned that after Apollo’s parents emigrated from Guadalajara to the U.S, they opened a small Mexican restaurant, El Super Taco, where his mother made the Disha Hot sauce recipe their house sauce. It was a favorite among their family.
“Everyone’s family has that one recipe they believe is worth sharing with the rest of the world, for me it’s Disha Hot Hot Sauce. It’s not just about the flavors that take me back to my childhood, but about honoring my heritage and the countless sacrifices my parents made for me to pursue my passions,” said Apollo, in a statement. “Bringing Disha Hot Hot Sauce to the world has always been my dream and I’m grateful to partner with Taco Bell to celebrate the flavors that make us who we are and create new memories with the people we love.”
Limited edition menu items are known to drive in-store traffic at quick serve restaurants. The new menu items are available beginning Thursday September 26th, but are accessible early to Taco Bell Rewards Members, a perk that could encourage more loyalty membership sign ups.
