A case for better positioning.

TacoTime Canada, a brand within the MTY portfolio, engaged velvettheory in 2022 to help them launch and execute their 45 year campaigns. But we did more than that...When evaluating the brand, its current activities and how buy behaviours had changed in the last few years, we needed to take a step back and look from the outside in.

Defining Audiences.

We ran a focus group and delivered product to every audience group identified by the client, and through their sales results. Defining audiences is of paramount importance in any marketing or advertising campaign. It provides a clear understanding of who your target customers are, and enables you to tailor your messages, strategies and creative direction more effectively. Giving you a clear path to reach and engage with them; and helps you learn to speak in their language.

Our Strategy.

With a new baseline regarding audiences, their feelings and how TacoTime wants to show up in the minds of Canadians, we knew we needed to reposition their overall brand. This task set the stage for all the campaign messages moving forward, so we knew it needed to be a true, and timelines statement that they could use for years to come. It’s even in all new TacoTime locations across Canada!

TacoTime is craveable, colourful and humble food with comfort choices and adventurous add-ons, we make meals far from common and close to the hearts of Canadians.

Authentically different.
Authentically TacoTime.