Taco Bell partnered with video app TikTok on a campaign celebrating Taco Bell's Triplelupa.

The Triplelupa, which hit stores for a limited time on March 12, was promoted on TikTok as part of a national advertising campaign. Taco Bell collaborated with TikTok to shoot its hero TV spot in a full-screen, vertical video format that replicated how TikTok is displayed on a mobile screen.

In addition to the formatting of its TV Spot, Taco Bell also unveiled a hashtag challenge on TikTok that utilized pre-established TikTok content creators to amplify promotion of the Triplelupa.