The Hot Honey Fried Chicken Taco, the brand’s first collaboration with Mike’s Hot Honey®, marks Taco Bueno’s unique entry into the booming hot honey trend
Taco Bueno is launching a campaign to promote its new Hot Honey Fried Chicken Taco, its first collaboration with Mike’s Hot Honey.
Or at least it’s trying to, but the crew keeps stealing the product.
That’s the concept behind the tongue-in-cheek campaign, which breaks the fourth wall with scenes of on-set mayhem caused by a taco too tempting to leave uneaten. The 30-second hero TV spot follows a director losing his cool as his own crew repeatedly steals the taco mid-shoot. Social content pushes the joke further, with the director “crashing out” in the background. One social video skips showing the taco at all as it gets stolen by a drive-through passerby, betting that scarcity sells the product better than a beauty shot ever could.
The bit doubles as a reminder that the taco, which debuts as a limited-time offer, won’t be around for long.
Hot honey has become one of the most popular flavor additions on fast food menus, and Taco Bueno wanted a bold way to break into the trend, with Gen Z as its key target. The taco itself pairs crispy fried chicken with a drizzle of Mike’s Hot Honey, marking the chain’s first partnership with the brand. It’s available from July 20 through September 13, alongside new Churro Fries served with a choice of hot honey or caramel for dipping.
The campaign runs across TV, social, digital and in-store point-of-purchase.
The work comes from The Infinite Agency, a creative and media shop based in Dallas, with Tim McCarthy serving as executive creative director and Caleb Alba and Alan McCoy as creative directors. Tim McCarthy also directed the spot while production was handled by Trust in the Vision Media.
McCarthy shared, “We are really excited to see this campaign come to life. We loved being able to infuse some fun and humor back into the brand with a little spicy flavor that matches the new taco itself. A lot of credit goes to clients who are willing to be bold and take some risks, like having assets that may not even feature the product, just to pay off the big idea. Needless to say, this one was fun.”
