Old El Paso

When Taboo received the brief from Old El Paso to promote its latest product innovation, the Stand ‘N Stuff™ Tortilla, it was an opportunity to create a real life sensory experience. We wanted to go beyond a one-day sampling exercise, and so, with Danny Trejo on our side, we created Old El Paso’s first ever pop-up restaurant, the Stand ‘N Stuff™ Pop-Up Tortilla Family Bar.

Located in the heart of Melbourne’s CBD (The Stand), The Stand ‘N Stuff™ Tortilla Family Bar was a fusion of flavour, fun and innovation. From a tortilla Ferris wheel to a fabulously crazy topping trail, every element was strategically designed to promote the features of the new Stand ‘N Stuff™ Tortilla. There was even live Instagram printing for guests who uploaded their experience with the hashtag #makeityourway.

To help bring the pop-up to life, the agency worked closely with Moth Design and celebrity chef, Paul Wilson (culinary founder of the Newmarket Hotel and Acland St Cantina). For one month, customers were able to purchase gastronomic pockets of fun for only $2.50!

I was in charge of writing the playful menu, restaurant decals and posters, social and online ads, and PR. I was also instrumental in creating a sensory-rich customer experience to increase brand loyalty, trust and affection.

The restaurant was featured on Broadsheet, OnlyMelbourne and Campaign Brief.