Torchy's Tacos was breaking into new markets. My partners at Rocket Sauce Media Labs suggested a campaign around raising awareness before the store openings that pushed people into the store on opening day. The twist? These areas aren't exactly known for foods like tacos or even queso. Austin, Texas is where these tacos were born and bred. We had to appeal to them and let them know a new love was coming. That's where I came in, a taco in each hand.

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