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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 make Taco Bell the only place worth ending up.

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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 local club nights, we turned closing time into a Taco Bell moment: DJ takeovers, spin-the-wheel giveaways, and a free taco waiting for anyone who downloaded the app. 

Late-night energy became lasting brand love, and in its second year, the tour had already built a following: students in returning cities recognised the Tuk Tuk before we'd even pulled up.

“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.” Chet Patel, Taco Bell UK and Europe Chief Marketing Officer