Taco Bell is expanding its push to position itself as an innovator to younger audiences as Nacho Fries take up residence on menus in Canada full time.

Meera Patel, director of marketing at Taco Bell Canada, tells strategy that a new campaign to launch the menu item taps into a growing proclivity among its target demographics to customize and mix menu items.

Content & Brand (creative), IPG Mediabrands’ Team Accelerate (media) and Heads+Tales (PR) collaborated on the campaign that includes a national TV spot and organic and paid social-media activations.

“Nacho fries are a perfect expression of our brand promise of bold flavours, unexpected mashups and fun food experiences,” Patel says. “Gen Z and millennials crave variety, global-inspired flavours and value, but they also gravitate to food that feels made for them. Nacho Fries check all those boxes. They’re indulgent, snackable and customizable.”

The company has taken its time in bringing the item to Canadian customers despite their widespread popularity elsewhere. Nacho Fries became Taco Bell’s top product launch ever when 53 million orders were sold in the five weeks following 2018’s U.S. rollout, according to internal tracking numbers.

So why make Canada wait?

Patel says social listening and a growing chorus of demand on social media led to the decision to create a permanent space on the menu.

“One challenge was simply resisting the urge to replicate what has worked elsewhere. Canadian consumers have different expectations around value, flavour and menu,” Patel says. “So we took time to localize, not just the product itself, but the storytelling. We tested the product, looked at guest feedback and built a narrative that was uniquely Canadian in tone: self-aware, playful, unapologetic.”

The arrival of Nacho Fries comes after “Taco Bell At Home” meal kits landed on grocery-store shelves in April. Patel says strong retail-sales velocity and repeat-purchase behaviour validate Taco Bell’s hypothesis that customers would welcome new usage occasions and proves that the at-home and in-restaurant experience could work in conjunction.

“Together, they extend our reach and keep the brand top of mind across meal occasions,” Patel says. “We’re evolving from being a challenger QSR brand to a lifestyle brand and one that shows up where fans already are and gives them reasons to talk about us.”