Background
TacoTime was founded in the 1960s, and has amassed a cult following that has helped to preserve the brand’s roots through the turbulence of the 50-plus years following its founding. In 2025, V+J was hired by franchisor Kahala Management to help reintroduce the classic brand to new generations, reinvigorating the unique and beloved experience that many before hold reverently.
Challenge
There are few categories as crowded and noisy as fast food and QSR. To stand out, we had to stand FOR something not yet seen, and not yet tried, in the category.
Solution
We believe the legacy of the TacoTime brand matters, and in some ways, now more than ever before. We crafted a brand strategy that was grounded by the true love that longtime fans had, the uniqueness of the food and unapologetically original experience that TacoTime still offers today.
Strategy
Strategically, we had to reinforce that TacoTime is truly one of one; iconoclastic by choice, high quality on purpose. It’s a brand built for those who crave bold flavors and don’t follow the crowd. TacoTime is the unapologetically original QSR that serves freshly prepared food with an independent spirit. Unlike generic chains, TacoTime embraces its roots, doing things the TacoTime way. Better, on purpose.Once we landed on the right brand positioning, everything fell into place. Audience profiles, a unique and differentiated media strategy, and creative that asked people to slow down and savor our unique flavors, rather than rushing through life (and meals). This resulted in the “Fully Flavored to Be Savored” campaign that helped usher in the new era alongside their fan-favorite menu item, the Crisp Burrito.
