Client: Taco Bell
Agency: Legendary People + Ideas as Creative Director role
Year: 2020-2022
Project: Brand launch and multi-year campaigns (360º: social media, product launches, restaurant openings, activations)
My role: Creative Director — responsible for strategy, concept development, art direction, team leadership, and hands-on design and execution of campaigns.
Client: Taco Bell
Agency: Legendary People + Ideas as Creative Director role
Year: 2020-2022
Client: Taco Bell
Agency: Legendary People + Ideas as Creative Director role
Year: 2020-2022
Project: Brand launch and multi-year campaigns (360º: social media, product launches, restaurant openings, activations)
My role: Creative Director — responsible for strategy, concept development, art direction, team leadership, and hands-on design and execution of campaigns.
Brief
Introduce Taco Bell to Portugal — a market where awareness was nearly zero — and make it relevant to Gen Y & Z in a space already dominated by KFC, Pizza Hut, and McDonald’s.
Big Question
How do you take an unknown American fast-food icon and make it instantly fun, relevant, and irresistible in Portugal?
And more: how do you build a strong community in record time, in a market already owned by global giants?
Solution
We built a 360º creative platform rooted in humor, cultural trends, and a bold, playful tone tailored to Portugal.
Consistency was key: daily conversations on social media, combining organic content, paid campaigns, and activations. From product launches to restaurant openings and seasonal moments, every move made Taco Bell feel like a natural part of Portuguese culture — while keeping its global irreverence.
Impact
→ Grew from 1 to 5 restaurants in the first year.
→ Surpassed long-established competitors with 50+ stores (KFC, Pizza Hut) in brand relevance.
→ Built a loyal Gen Z community in record time.
→ Taco Bell became a cultural touchpoint in Portugal, driving buzz both online and offline.
In 2020, Taco Bell launched in Portugal — and we made it instantly relevant
Passing ahead of brands that were already established and with more than 50 stores in portugal, such as
A FOOD-PORN INSTAGRAM & ALWAYS-ON COMMUNICATION
A FOOD-PORN INSTAGRAM & ALWAYS-ON COMMUNICATION
Social Media Consistency
=
DAILY CONVERSATIONS WITH GEN Z
(ORGANIC + PAID)We built a 360° creative platform rooted in humor, consistency, and cultural relevance.
Every day we engaged with the community — replying in real time and ensuring Taco Bell stayed part of the conversation.
Social Media Consistency
=
DAILY CONVERSATIONS WITH GEN Z
(ORGANIC + PAID)We built a 360° creative platform rooted in humor, consistency, and cultural relevance.
Every day we engaged with the community — replying in real time and ensuring Taco Bell stayed part of the conversation.
Social Media Consistency
=
DAILY CONVERSATIONS WITH GEN Z
(ORGANIC + PAID)We built a 360° creative platform rooted in humor, consistency, and cultural relevance.
Every day we engaged with the community — replying in real time and ensuring Taco Bell stayed part of the conversation.
Social Media Consistency
=
DAILY CONVERSATIONS WITH GEN Z
(ORGANIC + PAID)We built a 360° creative platform rooted in humor, consistency, and cultural relevance.
Every day we engaged with the community — replying in real time and ensuring Taco Bell stayed part of the conversation.
Social Media Consistency
=
DAILY CONVERSATIONS WITH GEN Z
(ORGANIC + PAID)We built a 360° creative platform rooted in humor, consistency, and cultural relevance.
Every day we engaged with the community — replying in real time and ensuring Taco Bell stayed part of the conversation.
Social Media Consistency
=
DAILY CONVERSATIONS WITH GEN Z
(ORGANIC + PAID)We built a 360° creative platform rooted in humor, consistency, and cultural relevance.
Every day we engaged with the community — replying in real time and ensuring Taco Bell stayed part of the conversation.
Social Media Consistency
=
DAILY CONVERSATIONS WITH GEN Z
(ORGANIC + PAID)We built a 360° creative platform rooted in humor, consistency, and cultural relevance.
Every day we engaged with the community — replying in real time and ensuring Taco Bell stayed part of the conversation.
Social Media Consistency
=
DAILY CONVERSATIONS WITH GEN Z
(ORGANIC + PAID)We built a 360° creative platform rooted in humor, consistency, and cultural relevance.
Every day we engaged with the community — replying in real time and ensuring Taco Bell stayed part of the conversation.
MONTHLY STRATEGY CONTENT
Weekly rubrics like ‘You deserve it’ turned trending topics into empathetic, fun moments — always ending with Taco Bell as the answer
You who waited 3 hours in line to get vaccinated.
You who waited 3 hours in line to get vaccinated.
You who waited 3 hours in line to get vaccinated.
MONTHLY STRATEGY CONTENT
We redefined everyday words with Taco Bell’s playful dictionary — turning language itself into a campaign.
HEY (interjection) When someone steals your last nacho.
FIERCE (adjective) That Taco Bell sauce you order that’s so strong it makes hair grow on your chest.
Hot
When you act tough and eat Fire Nachos in under 2 minutes.
MONTHLY STRATEGY CONTENT
Weekly rubrics like ‘You deserve it’ turned trending topics into empathetic, fun moments — always ending with Taco Bell as the answer
You who waited 3 hours in line to get vaccinated.
You who waited 3 hours in line to get vaccinated.
You who waited 3 hours in line to get vaccinated.
MONTHLY STRATEGY CONTENT
We redefined everyday words with Taco Bell’s playful dictionary — turning language itself into a campaign.
HEY (interjection) When someone steals your last nacho.
FIERCE (adjective) That Taco Bell sauce you order that’s so strong it makes hair grow on your chest.
Hot
When you act tough and eat Fire Nachos in under 2 minutes.
MONTHLY STRATEGY CONTENT
Weekly rubrics like ‘You deserve it’ turned trending topics into empathetic, fun moments — always ending with Taco Bell as the answer
You who waited 3 hours in line to get vaccinated.
You who waited 3 hours in line to get vaccinated.
You who waited 3 hours in line to get vaccinated.
MONTHLY STRATEGY CONTENT
We redefined everyday words with Taco Bell’s playful dictionary — turning language itself into a campaign.
HEY (interjection) When someone steals your last nacho.
FIERCE (adjective) That Taco Bell sauce you order that’s so strong it makes hair grow on your chest.
Hot
When you act tough and eat Fire Nachos in under 2 minutes.
MONTHLY STRATEGY CONTENT
Weekly rubrics like ‘You deserve it’ turned trending topics into empathetic, fun moments — always ending with Taco Bell as the answer
You who waited 3 hours in line to get vaccinated.
You who waited 3 hours in line to get vaccinated.
You who waited 3 hours in line to get vaccinated.
MONTHLY STRATEGY CONTENT
We redefined everyday words with Taco Bell’s playful dictionary — turning language itself into a campaign.
HEY (interjection) When someone steals your last nacho.
FIERCE (adjective) That Taco Bell sauce you order that’s so strong it makes hair grow on your chest.
Hot
When you act tough and eat Fire Nachos in under 2 minutes.
MONTHLY STRATEGY CONTENT
Weekly rubrics like ‘You deserve it’ turned trending topics into empathetic, fun moments — always ending with Taco Bell as the answer
You who waited 3 hours in line to get vaccinated.
You who waited 3 hours in line to get vaccinated.
You who waited 3 hours in line to get vaccinated.
MONTHLY STRATEGY CONTENT
We redefined everyday words with Taco Bell’s playful dictionary — turning language itself into a campaign.
HEY (interjection) When someone steals your last nacho.
FIERCE (adjective) That Taco Bell sauce you order that’s so strong it makes hair grow on your chest.
Hot
When you act tough and eat Fire Nachos in under 2 minutes.
MONTHLY STRATEGY CONTENT
Weekly rubrics like ‘You deserve it’ turned trending topics into empathetic, fun moments — always ending with Taco Bell as the answer
You who waited 3 hours in line to get vaccinated.
You who waited 3 hours in line to get vaccinated.
You who waited 3 hours in line to get vaccinated.
MONTHLY STRATEGY CONTENT
We redefined everyday words with Taco Bell’s playful dictionary — turning language itself into a campaign.
HEY (interjection) When someone steals your last nacho.
FIERCE (adjective) That Taco Bell sauce you order that’s so strong it makes hair grow on your chest.
Hot
When you act tough and eat Fire Nachos in under 2 minutes.
MONTHLY STRATEGY CONTENT
Weekly rubrics like ‘You deserve it’ turned trending topics into empathetic, fun moments — always ending with Taco Bell as the answer
You who waited 3 hours in line to get vaccinated.
You who waited 3 hours in line to get vaccinated.
You who waited 3 hours in line to get vaccinated.
MONTHLY STRATEGY CONTENT
We redefined everyday words with Taco Bell’s playful dictionary — turning language itself into a campaign.
HEY (interjection) When someone steals your last nacho.
FIERCE (adjective) That Taco Bell sauce you order that’s so strong it makes hair grow on your chest.
Hot
When you act tough and eat Fire Nachos in under 2 minutes.
MONTHLY STRATEGY CONTENT
Weekly rubrics like ‘You deserve it’ turned trending topics into empathetic, fun moments — always ending with Taco Bell as the answer
You who waited 3 hours in line to get vaccinated.
You who waited 3 hours in line to get vaccinated.
You who waited 3 hours in line to get vaccinated.
MONTHLY STRATEGY CONTENT
We redefined everyday words with Taco Bell’s playful dictionary — turning language itself into a campaign.
HEY (interjection) When someone steals your last nacho.
FIERCE (adjective) That Taco Bell sauce you order that’s so strong it makes hair grow on your chest.
Hot
When you act tough and eat Fire Nachos in under 2 minutes.
ALWAYS ON TREND. ALWAYS PART OF THE CONVERSATION
ALWAYS ON TREND. ALWAYS PART OF THE CONVERSATION
We plugged into everything people were talking about
In Portugal and beyond. From memes to music, from COVID struggles to Netflix hits, if it was trending, Taco Bell turned it into content.
We plugged into everything people were talking about
In Portugal and beyond. From memes to music, from COVID struggles to Netflix hits, if it was trending, Taco Bell turned it into content.
Cultural
MomentsFor Valentine’s Day, we created cheeky invites that fans could send directly to their crushes — all written with playful, double-meaning copy tied to Taco Bell products. The campaign made Taco Bell the ultimate wingman — sparking shares, conversations, and laughs.
How many burritos can you handle?
Cultural Moments
We turned spooky season into taco season. Using horror clichés and interactive formats, we went beyond key dates to tap into moments our audience cared about — like Single’s Day — with content that was fresh, fun, and shareable.
Cultural Moments
From the Three Wise Men to playful “nacho carols,” Taco Bell joined the Christmas spirit with humor and cultural twists — keeping the brand in the middle of the holiday conversation.
Cultural Moments
We transformed national and cultural celebrations into Taco Bell moments — from Easter jokes to Olympic wins, from Halloween scares to Valentine’s love notes. By tying Taco Bell to the dates that matter, we placed the brand at the heart of Portugal’s cultural calendar.
Cultural
MomentsFor Valentine’s Day, we created cheeky invites that fans could send directly to their crushes — all written with playful, double-meaning copy tied to Taco Bell products. The campaign made Taco Bell the ultimate wingman — sparking shares, conversations, and laughs.
How many burritos can you handle?
Cultural Moments
We turned spooky season into taco season. Using horror clichés and interactive formats, we went beyond key dates to tap into moments our audience cared about — like Single’s Day — with content that was fresh, fun, and shareable.
Cultural Moments
From the Three Wise Men to playful “nacho carols,” Taco Bell joined the Christmas spirit with humor and cultural twists — keeping the brand in the middle of the holiday conversation.
Cultural Moments
We transformed national and cultural celebrations into Taco Bell moments — from Easter jokes to Olympic wins, from Halloween scares to Valentine’s love notes. By tying Taco Bell to the dates that matter, we placed the brand at the heart of Portugal’s cultural calendar.
Cultural
MomentsFor Valentine’s Day, we created cheeky invites that fans could send directly to their crushes — all written with playful, double-meaning copy tied to Taco Bell products. The campaign made Taco Bell the ultimate wingman — sparking shares, conversations, and laughs.
How many burritos can you handle?
Cultural Moments
We turned spooky season into taco season. Using horror clichés and interactive formats, we went beyond key dates to tap into moments our audience cared about — like Single’s Day — with content that was fresh, fun, and shareable.
Cultural Moments
From the Three Wise Men to playful “nacho carols,” Taco Bell joined the Christmas spirit with humor and cultural twists — keeping the brand in the middle of the holiday conversation.
Cultural Moments
We transformed national and cultural celebrations into Taco Bell moments — from Easter jokes to Olympic wins, from Halloween scares to Valentine’s love notes. By tying Taco Bell to the dates that matter, we placed the brand at the heart of Portugal’s cultural calendar.
Cultural
MomentsFor Valentine’s Day, we created cheeky invites that fans could send directly to their crushes — all written with playful, double-meaning copy tied to Taco Bell products. The campaign made Taco Bell the ultimate wingman — sparking shares, conversations, and laughs.
How many burritos can you handle?
Cultural Moments
We turned spooky season into taco season. Using horror clichés and interactive formats, we went beyond key dates to tap into moments our audience cared about — like Single’s Day — with content that was fresh, fun, and shareable.
Cultural Moments
From the Three Wise Men to playful “nacho carols,” Taco Bell joined the Christmas spirit with humor and cultural twists — keeping the brand in the middle of the holiday conversation.
Cultural Moments
We transformed national and cultural celebrations into Taco Bell moments — from Easter jokes to Olympic wins, from Halloween scares to Valentine’s love notes. By tying Taco Bell to the dates that matter, we placed the brand at the heart of Portugal’s cultural calendar.
Cultural Moments
For Valentine’s Day, we created cheeky invites that fans could send directly to their crushes — all written with playful, double-meaning copy tied to Taco Bell products. The campaign made Taco Bell the ultimate wingman — sparking shares, conversations, and laughs.
How many burritos can you handle?
Cultural Moments
We turned spooky season into taco season. Using horror clichés and interactive formats, we went beyond key dates to tap into moments our audience cared about — like Single’s Day — with content that was fresh, fun, and shareable.
Cultural Moments
From the Three Wise Men to playful “nacho carols,” Taco Bell joined the Christmas spirit with humor and cultural twists — keeping the brand in the middle of the holiday conversation.
Cultural Moments
We transformed national and cultural celebrations into Taco Bell moments — from Easter jokes to Olympic wins, from Halloween scares to Valentine’s love notes. By tying Taco Bell to the dates that matter, we placed the brand at the heart of Portugal’s cultural calendar.
Cultural Moments
For Valentine’s Day, we created cheeky invites that fans could send directly to their crushes — all written with playful, double-meaning copy tied to Taco Bell products. The campaign made Taco Bell the ultimate wingman — sparking shares, conversations, and laughs.
How many burritos can you handle?
Cultural Moments
We turned spooky season into taco season. Using horror clichés and interactive formats, we went beyond key dates to tap into moments our audience cared about — like Single’s Day — with content that was fresh, fun, and shareable.
Cultural Moments
From the Three Wise Men to playful “nacho carols,” Taco Bell joined the Christmas spirit with humor and cultural twists — keeping the brand in the middle of the holiday conversation.
Cultural Moments
We transformed national and cultural celebrations into Taco Bell moments — from Easter jokes to Olympic wins, from Halloween scares to Valentine’s love notes. By tying Taco Bell to the dates that matter, we placed the brand at the heart of Portugal’s cultural calendar.
Cultural Moments
For Valentine’s Day, we created cheeky invites that fans could send directly to their crushes — all written with playful, double-meaning copy tied to Taco Bell products. The campaign made Taco Bell the ultimate wingman — sparking shares, conversations, and laughs.
How many burritos can you handle?
Cultural Moments
We turned spooky season into taco season. Using horror clichés and interactive formats, we went beyond key dates to tap into moments our audience cared about — like Single’s Day — with content that was fresh, fun, and shareable.
Cultural Moments
From the Three Wise Men to playful “nacho carols,” Taco Bell joined the Christmas spirit with humor and cultural twists — keeping the brand in the middle of the holiday conversation.
Cultural Moments
We transformed national and cultural celebrations into Taco Bell moments — from Easter jokes to Olympic wins, from Halloween scares to Valentine’s love notes. By tying Taco Bell to the dates that matter, we placed the brand at the heart of Portugal’s cultural calendar.
Cultural Moments
For Valentine’s Day, we created cheeky invites that fans could send directly to their crushes — all written with playful, double-meaning copy tied to Taco Bell products. The campaign made Taco Bell the ultimate wingman — sparking shares, conversations, and laughs.
How many burritos can you handle?
Cultural Moments
We turned spooky season into taco season. Using horror clichés and interactive formats, we went beyond key dates to tap into moments our audience cared about — like Single’s Day — with content that was fresh, fun, and shareable.
Cultural Moments
From the Three Wise Men to playful “nacho carols,” Taco Bell joined the Christmas spirit with humor and cultural twists — keeping the brand in the middle of the holiday conversation.
Cultural Moments
We transformed national and cultural celebrations into Taco Bell moments — from Easter jokes to Olympic wins, from Halloween scares to Valentine’s love notes. By tying Taco Bell to the dates that matter, we placed the brand at the heart of Portugal’s cultural calendar.
Boosting delivery, the Taco way
To boost delivery, we launched playful, promo-led campaigns with Glovo, Uber Eats, and Bolt Food — reminding everyone just how good Taco Bell tastes at home.
CELEBRATING EVERY INAUGURATION AS A UNIQUE EVENT WITH OUR FANS
Turning fan requests into reality
Turning fan requests into reality
Our community asked daily: “When will you open in Lisbon?” So, for the second Taco Bell in Portugal, we turned their words into outdoor billboards across the city — making fans the face of the campaign, online and offline.
To build buzz, influencers received press kits with “food porn” shots, a personal note, and a voucher to the grand opening. The concept: “It’s a date.”
MARKING EVERY PRODUCT LUNCH WITH A DIFFERENT APPROACH
MARKING EVERY PRODUCT LUNCH WITH A DIFFERENT APPROACH
Veggie Launch
With the campaign “It’s All Veggie”, we made one bold promise: every Taco Bell menu item could be made vegetarian. A first in Portugal’s fast-food market — proving Taco Bell was as inclusive as it was innovative.
To amplify the message, we partnered with influencer A Tripeirinha as the face of the campaign. Chosen not only for her lifestyle, but for her playful, relatable voice that perfectly matched Taco Bell’s spirit.
Turning Global Campaigns into Local Culture
Turning Global Campaigns into Local Culture
Campaign: I See a Taco
After a year of building awareness in Portugal, it was time to adapt an international campaign to local culture. With #ISEEATACO, we challenged people to spot tacos everywhere. Teasers in iconic Portuguese locations kicked things off, followed by a social media challenge where the most creative spotters could win free menus. The campaign reshaped how people saw the brand — making Taco Bell feel like something you could see everywhere.
Social media challenge
Campaign: I See a Taco
After a year of building awareness in Portugal, it was time to adapt an international campaign to local culture. With #ISEEATACO, we challenged people to spot tacos everywhere. Teasers in iconic Portuguese locations kicked things off, followed by a social media challenge where the most creative spotters could win free menus. The campaign reshaped how people saw the brand — making Taco Bell feel like something you could see everywhere.
Social media challenge
Campaign: I See a Taco
After a year of building awareness in Portugal, it was time to adapt an international campaign to local culture. With #ISEEATACO, we challenged people to spot tacos everywhere. Teasers in iconic Portuguese locations kicked things off, followed by a social media challenge where the most creative spotters could win free menus. The campaign reshaped how people saw the brand — making Taco Bell feel like something you could see everywhere.
Social media challenge
Campaign: I See a Taco
After a year of building awareness in Portugal, it was time to adapt an international campaign to local culture. With #ISEEATACO, we challenged people to spot tacos everywhere. Teasers in iconic Portuguese locations kicked things off, followed by a social media challenge where the most creative spotters could win free menus. The campaign reshaped how people saw the brand — making Taco Bell feel like something you could see everywhere.
Social media challenge
Campaign: I See a Taco
After a year of building awareness in Portugal, it was time to adapt an international campaign to local culture. With #ISEEATACO, we challenged people to spot tacos everywhere. Teasers in iconic Portuguese locations kicked things off, followed by a social media challenge where the most creative spotters could win free menus. The campaign reshaped how people saw the brand — making Taco Bell feel like something you could see everywhere.
Social media challenge
Campaign: I See a Taco
After a year of building awareness in Portugal, it was time to adapt an international campaign to local culture. With #ISEEATACO, we challenged people to spot tacos everywhere. Teasers in iconic Portuguese locations kicked things off, followed by a social media challenge where the most creative spotters could win free menus. The campaign reshaped how people saw the brand — making Taco Bell feel like something you could see everywhere.
Social media challenge
Campaign: I See a Taco
After a year of building awareness in Portugal, it was time to adapt an international campaign to local culture. With #ISEEATACO, we challenged people to spot tacos everywhere. Teasers in iconic Portuguese locations kicked things off, followed by a social media challenge where the most creative spotters could win free menus. The campaign reshaped how people saw the brand — making Taco Bell feel like something you could see everywhere.
Social media challenge
Campaign: I See a Taco
After a year of building awareness in Portugal, it was time to adapt an international campaign to local culture. With #ISEEATACO, we challenged people to spot tacos everywhere. Teasers in iconic Portuguese locations kicked things off, followed by a social media challenge where the most creative spotters could win free menus. The campaign reshaped how people saw the brand — making Taco Bell feel like something you could see everywhere.
Social media challenge
Taking the Campaign Further
Taco Tuesdays were already a tradition, supported by different campaigns to drive trial with great prices.
With I SEE A TACO, we pushed the idea further — this time inspired by the phases of the moon.
On nights when the moon looked like a taco, we gave away free tacos in-store, turning a global campaign into a local cultural moment.
The Impact
The Impact
The Impact
+3000
+3000
+3000
pieces of content
In just 2 years, we created more than 3000 pieces of content — from daily interactions to nationwide campaigns — building a strong community and making Taco Bell part of Portuguese culture.
+1.2k
+1.2k
+1.2k
average daily interactions
With only 5 restaurants, Taco Bell Portugal outperformed established players like KFC and Pizza Hut.
We reached more than 20k followers on Instagram and 16k on Facebook in just the first year (mostly with organic content)
Big results
Big results
Big results
Smart creativity
Entering a new market with limited resources required bold ideas, cultural insight, and sharp execution.
By prioritizing creativity over spend, we built strong awareness and an engaged community — without compromising quality.
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