Mexican fast food and French-inspired athletics don’t usually mix. But a new Taco Bell campaign is combining both to generate some buzz on a hot new menu option in its Canadian stores.
A new campaign for Taco Bell’s Mini Crunchwrap Supreme showcases a clan of parkour pros performing their gymnastic-like moves at the fast-food restaurant. The team of athletes are so happy about the low price of the popular snack–only a loonie–they create a new parkour trick, known as the “Mini Crunchwrap,” to celebrate.
Parkour is a free-form acrobatic activity where participants run through an area, clearing obstacles in their path by using fluid and creative leaps and jumps.
A video posted to YouTube, created by PR agency Strategic Objectives, features the team flipping over counters, diving across tables and leaping off the walls for the Crunchwrap.
The campaign helps bring a sense of freedom and engagement in the restaurants, said Camille Krupa, senior marketing manager for Taco Bell.
“Taco Bell is outside of the bun, about bold thinking and being different from everyone else,” she said.
The campaign coincides with a larger effort from Taco Bell, which also ran an online campaign through Facebook supporting the Mini Crunchwrap Supreme, and a Taco Bell Parkour Team travelled across Canada last week to show off their moves at locations nationwide.
