REESE'S BOOK CLUB X Taco BellTL;DR
Developed Reese’s Book Club’s largest and most successful QSR partnership to date — generating 67M+ social impressions, a +70% increase in brand favorability, and an IRL event featuring Octavia Spencer and Hello Sunshine’s Head of Film & TV, Lauren Neustadter.
THE CHALLENGE
Taco Bell wanted to launch its healthier Cantina Chicken Menu and shift perceptions from late-night guilty pleasure to craveable daytime meal, using an unexpected cultural partnership to reach new and light users — particularly Gen Z and women.
THE APPROACH
We brought together two of Gen Z’s most engaged communities — FoodTok and BookTok — for an unexpected midday moment celebrating Taco Bell’s Cantina Chicken Menu and Reese’s Book Club’s 100th pick, featuring beloved authors, celebrity talent and trending creators.
THE RESULTS
67M+ Social Impressions
+70% Increase in Brand Favorability
RBC’s largest QSR partnership to date
MY ROLE
Partnership Architect
Marketing Lead
Creative Strategist
Talent Strategy/Contracting
Event Programming
Content Highlights
Experiential Highlights
REESE'S BOOK CLUB X CARS.COM