Taco Bell Canada Calls Out All Hot Sauce Stashers and Hoarders

It’s time to admit what every Taco Bell fan knows deep down: there’s a little sauce enthusiast in all of us! Whether it’s Fire, Mild, or Hot, these little packets are as essential as the tacos themselves—but let’s be honest, we all know who the real MVP is. So, it’s finally time to embrace the spicy tradition of wanting a few more for later!

Announcing, “Stash Away” - Taco Bell’s bold new campaign with AOR Courage Inc., that throws open the doors to the hidden corners of our kitchens, backpacks, and glove compartments, celebrating the not-so-secret stash of hot sauce we all cherish. It’s a playful initiative that acknowledges the art of hoarding and packing a punch in your pockets —because why feel shame when you can revel in it?

“Our hot sauce packets are more than just condiments; they’re like a rite of passage for our fans everywhere,” said Dana Falk, marketing analyst for Taco Bell Canada. “We’ve always known people stock up on them, and who can blame them?  Instead of keeping this unspoken truth under wraps, we’re ready to give it the spotlight it deserves.”

The campaign will feature vibrant, eye-catching OOH billboards across all Taco Bell locations in Canada. Infused with bold colours and the quirky spirit of Taco Bell, a series of observational photographs will reveal those secret stashes of hot sauce,  capturing relatable moments for fans everywhere. From purses to refrigerator doors, each image tells a story, honouring those who have perfected the craft of collecting these coveted sachets.

“We love to tap into the heart of what makes brands relatable, and with ‘Stash Away’ we can connect with the everyday experiences of Taco Bell fans, fostering a sense of camaraderie,” said Joel Holtby, co-CCO of Courage Inc.  ‘Let’s face it: when you visit your local Taco Bell, it’s not just about the tacos, burritos or Crunchwrap Supremes; it’s that moment with the rainbow of sauce packets, just begging to be snatched up. By turning this cheeky habit into a fun celebration, we’re inviting everyone to embrace their inner sauce collector with pride.”