Taco Bell and Doritos celebrated the fifth anniversary of the Doritos Locos Taco with the FEED A DREAM promotion. From March 23 – April 6, 2017, Taco Bell donated ten cents for each à la carte Doritos Locos Taco purchased, up to $500,000, to the Taco Bell Foundation’s Live Más Scholarship, a scholarship for students whose passions may not necessarily fit into the conventional “academic” or “athletic” scholarship categories.

To create the FEED A DREAM campaign, Live Más Scholarship recipients participated in a creative workshop in Chicago, where they worked side by side with veteran advertising and marketing creatives to develop the campaign’s ad concept and script. Scholarship recipients were also involved in the filming of the ad in California, performing key jobs from behind-the-scenes strategizing and set development to starring roles. Recipients also created three unique designs that will be featured on the Doritos Locos Taco exclusive taco holster packaging and wrap during the promotion. The 30-second TV spot aired national March 26, 2017.