Taco Bell kicked off 2022 FIFA World Cup by spotlighting the culture.

For Taco Bell
Broadcast during the world’s biggest game, “Donde We All Play” celebrated the fusion of culture that comes together during the FIFA World Cup — and every day at Taco Bell.
The Challenge

How can Taco Bell resonate with an emerging market that’s both Gen Z and diverse? By showing up and showing out for the culture it has been inspired by since day one — and on the world’s biggest stage: the FIFA World Cup. But more than that, Cashmere ensured that when speaking to our young, Latine audience, we’re doing it meaningfully and authentically, by emphasizing how Taco Bell lives on-the-hyphen.

The Insight
The Parking Lot Is Packed with Diversity and Energy

True Latine soccer lovers don’t need fancy equipment, a soccer pitch or even a real ball to play. All they need are a hunger and a passion for the game. And just like the soccer fandom, Taco Bell’s parking lot has a rich fusion of culture and participation where all communities meet.

The Idea
Donde We All Play

Taco Bell is the place where people are invited to come together, just as they are, to fuel their sports and food fandom. During the 2022 FIFA World Cup, our integrated campaign pulled the global audience into the late-night world of Taco Bell — where soccer fans from all cultures gather to transform the parking lot into a makeshift soccer stadium.

Young Latina woman posing outside of a Taco Bell while holding a soccer ball. Image taken from Taco Bell's 2022 World Cup TV campaign, "Donde We All Play.".jpg
Young Latina woman watching an impromptu soccer match outside Taco Bell from Taco Bell's 2022 World Cup TV campaign, "Donde We All Play.".jpg
The Impact

Increased purchase intent among all audiences with a stellar 6% lift among Acculturated Latine Audience

Increased brand favorability among Latine audiences with a 13% lift among Bicultural Latine audiences


Increase in social video completion rate vs top benchmark


PR (earned media and earned social) impressions

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