News

Taco Bell's 'star' Nacho fries return with movie trailer in tow

January 24, 2019

Nacho fries may go  down in QSR history as one of the biggest menu item introductions in history, following iits debut last year at this time. Now they've again returned to the Taco Bell menu as an LTO, virtually guaranteeing a run on the brand.

This Jan. 24, the brand has brought back the fries nationwide, a news release said, after a months-long hiatus and the screaming of fans on social media and elsewhere. And along with the coveted crispers, Taco Bell is also returning to the business of viral movie trailers from "Live Más Productions."

"We are delighted to have Nacho Fries make their cinematic return, this time starring in 'Retrieval,' in which we seek to address the question of 'where do Nacho Fries keep going?' with a new genre and new hero who will go to all lengths to bring them back," Taco Bell Chief Brand Officer Marisa Thalberg, said in the release.

"We humbly submit — For Your Consideration — that we have another big award winner now hitting screens, and most importantly, restaurants."

"Retrieval" stars James Marsden as a devoted father who investigates the biggest question the brand's fans have raised — why have fries vanished and where did they go? The aspirational movie trailer, produced in partnership with Deutsch LA, premieres on all major networks today.

Taco Bell first debuted the instantly iconic fries with the conspiracy theory trailer "Web of Fries" which explored the reasons Taco Bell was prevented from offering fries in the first place. This past summer the series continued with "Web of Fries II," highlighting Taco Bell's victory over the "Burger People" in a future dystopia.

Nacho Fries are now available a la carte for $1.29, Supreme for $2.49, or Bell Grande for $3.49, which comes with classic Taco Bell add-ons including seasoned beef, nacho cheese sauce, tomatoes and sour cream. They also come in the brand's $5 box which includes the Nacho Fries alongside a Beefy 5-Layer Burrito, a Doritos Locos Taco and a medium drink.