To launch Taco Bell’s much-anticipated arrival in Melbourne, we surprised commuters with an iconic tram ride they wouldn’t forget.

Teased the night before on Broadsheet, a secret tram stop was revealed. Customers could place their order at the stop, board the tram and have their tacos delivered as they travelled down Chapel St past the new store.

Complete with a VIP event for influencers and a full weekend of activities, this launch was a PR frenzy.