STUDENT TOUR

Students already knew Taco Bell for its tacos, we wanted them to know it for its nights. Our challenge was to own the post-club moment and raise awareness of Taco Bell’s late-night hours. After a successful pilot in 2024, we brought the purple Tuk Tuk back, bigger, bolder and louder, touring ten UK student cities.

Across ten university cities, the glowing purple Tuk Tuk became a cultural signal - a moving invitation to keep the night alive. Partnering with the biggest student club nights, we picked up partygoers and dropped them at Taco Bell, where the afterparty kicked off: live DJ sets, spin-the-wheel giveaways, and late-night bites.

App downloads were rewarded with instant prizes, turning late-night energy into lasting brand love and cementing Taco Bell’s place in student nightlife.

Chet Patel, Taco Bell UK and Europe Chief Marketing Officer, said:

“The Student Tour has been an incredible opportunity to live in student culture in a relevant and meaningful way. It’s exciting to get a taste of the buzz across campuses, students all over the UK and the huge positive impact to brand scores and top line sales.”