Taco Bell Shows Us the Best Way to Eat Tacos with 'Tiltvertising'

The latest campaign for Taco Bell from Deutsch is making heads turn–or tilt, that is. “Tiltvertising” is inspired by the unique yet universal experience of tilting your head to eat a taco, a signature move that not many foods have. Deutsch calls this the “Taco Tilt,” the 45 tilt our head makes to get the perfect bite.

“We set out to create an unignorable campaign that was based on a simple yet ‘moving’ insight. By encouraging curious viewers to engage in the iconic taco tilt, we’re able to bring them into the Taco Bell experience in a playful way,” said Amy Ellis Durini, CMO of Taco Bell International.

Billboards with text at a 45 degree angle that read “If you tilted your head to read this, you already know how to eat a taco” have gone up in major cities across the UK. “Tiltvertising,’ is also running in Bosnia, promoting the launch of the first stores in the region by showcasing the proper head position protocol to those who may not have had a taco yet.

“Taco spillage is relevant across the globe because so is gravity. We wanted to tap into that universal truth about eating tacos: you’ve got to tilt your head, not the taco.” Said Matt Ian, co-CCO at Deutsch.

The campaign launched on November 1st in OOH in UK markets including London, Liverpool, Leeds, Glasgow, Southend-on-Sea, Southampton, Ipswich and Norwich as well as in Bosnia & Herzegovina (Sarajevo).