Client
Project Type
Publish Date
About Project
A spicy situation you actually want.
Taco Bueno launched Fuego Fuel as a bold new spice line built around bigger flavor, craveable heat, and a more fired-up way to order Bueno favorites. Featuring Chipotle Crema Sauce, Creamy Jalapeño Sauce, and a new Spicy Cayenne Tortilla, the campaign introduced spicy upgrades while also supporting the launch of the new Bueno App.
Willis Inspire partnered with Taco Bueno from concept through final delivery, shaping the creative, scripts, storyboards, production, photography, video, voice over, editing, POP, and campaign-ready asset package.
:30s All Markets
The Challenge
Fuego Fuel needed to feel bold, spicy, and unmistakably Taco Bueno without becoming a one-note heat campaign.
The work had to introduce a full line of spicy menu additions, highlight the new sauces and tortilla, and connect the campaign to the new Bueno App. It needed attitude, appetite appeal, and enough flexibility to live across video, social, app, menu, and in-store touchpoints.
The Idea
The campaign centered on a playful tension: a spicy situation you actually want.
Instead of treating spice as pure intensity, Fuego Fuel made heat feel fun, craveable, and a little mischievous. The creative leaned into fast cuts, hands grabbing, sauces pouring, tortillas pulling apart, flame cues, steam, texture, and bold product beauty. Every shot was designed to make the spice feel active, appetizing, and worth stepping into.
:15s All Markets
:06s All Markets
The Campaign
Willis Inspire developed the campaign around the Fuego Fuel lineup, including Chipotle Crema Sauce, Creamy Jalapeño Sauce, and the Spicy Cayenne Tortilla.
The shoot was built around high-impact food moments: sauce drizzles, bold dips, spice textures, flame cues, cheese pulls, hand-held bites, and macro product beauty. Those visuals gave the campaign a consistent language across the hero spot, cutdowns, paid social, app menu photography, and POP.
The final asset package also included a :30 version with an OKC Thunder tag and supporting Bueno App messaging. Together, the work gave Taco Bueno a flexible campaign system built to support the Fuego Fuel launch across customer touchpoints.
What We Delivered
Creative Direction
Campaign concepting, script development, storyboards, shot planning, food visual direction, and campaign messaging.
Production
Video production, hero food photography, POP photography, app menu photography, voice over, food-focused tabletop production, and product beauty capture.
Post + Campaign Assets
30 spot, :15 cutdowns, :06 ads, :30 OKC Thunder tagged version, paid social ad cut, commercial editing, photo finishing, POP asset development, and final campaign delivery.
Paid Social 9x16
Paid Social 4x5
Paid Social 1x1
Closing Summary
For Fuego Fuel, Willis Inspire helped Taco Bueno bring a new spice line to life with a bold, flexible campaign built around heat, movement, and craveable food visuals. From the “A Spicy Situation You Actually Want” hero spot to app, social, photography, and POP assets, the campaign was designed to give Taco Bueno a cohesive launch system for its newest spicy menu platform.
