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Torchy’s Tacos How do you sell a s%*! load of tacos?


May 2015

Torchy's Tacos was in search of a partner that understood the difference between advertising and "damn good" communications. Luckily, we don't mind swearing.

1 Some Like It HOT

Task #1: Stoke excitement for four super hot tacos during August’s Some Like It Hot Month.

Watch the case study

Assessing the ask
  • What's a spicy food enthusiast looking for?

  • After some social listening research, we discovered people who like spicy food love a challenge. Looks like someone is about to get double-dog dared!

The Creeper

The Barn Burner

The Bottle Rocket Shrimp

The Scalding Pig

Campaign Results
  • 60,000

    Hot tacos sold in 30 days

  • 7,200

    User-generated social posts

  • 26%

    Increase in social media activity

2 Torchy's Does Denver

Task #2: After the success of SLIH, Torchy’s asked Tilted Chair to help launch its Denver location, their very first store outside the Lone Star State.
Building Excitement
What if we built a microsite that was as informative as it was entertaining? Welcome to And of course, queso-capped mountains. Because, cheese.
Tilted done did it

People talked. Lines formed.
Stomachs filled. Our job was done.

3 Tacos in Waco

Task #3: Torchy’s in Waco had a wayfinding problem. Tilted Chair has waze of solving those. (See what we did there?)
What's Waze?
Waze is the jewel of new-age navigation applications with loads of media potential, demonstrated by the fact that Google bought it for a billion and a half dollars a few years back. Waze allows users to crowd-source up-to-the-minute traffic conditions. Waze aggregates traffic data real-time, and then helps users find the most efficient route to get to their destination. Tilted Chair activated Waze ads in combination with billboards along I-35 to help hungry highway-goers to Torchy's. And it worked. Like, REALLY worked.
  • 3,940

    Waze Actions

  • 920

    To-location navigations

  • 2,105%

    ROI (Based on $12 average ticket)

  • 1

    Very happy client

“The TC Crew is insatiably creative, energetic, and always willing to take on new projects. You know that secret scoop of guacamole you find in the middle of your queso? That’s TC.”

Brittany Platt
Director of Marketing
Services provided
  • Strategy

  • Creative

  • Production

  • Media

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