Doritos wanted to make noise around the launch of the Doritos Loaded Truck, a bold new food experience serving tacos and snacks. The truck made its debut at the Kyalami Food Festival, bringing the brand closer to consumers in an unforgettable way.
The task was to ensure the launch didn’t just live at the festival, but spread across digital feeds to drive awareness nationwide. Doritos needed creators who could spark curiosity, amplify the moment, and make the truck a talking point beyond the event itself.
TLA curated a line-up of 8 creators with a combined following of 386K, all rooted in lifestyle, culture, and food content. We managed end-to-end influencer delivery: sourcing talent, briefing, content approvals, and rollout timed to the festival.
The creators documented the experience through stories, reels, and posts — giving their audiences a taste of the Loaded Truck energy.
The influencer push turned the Doritos Loaded Truck launch into a cultural moment, delivering:
Doritos didn’t just launch a truck — they launched a movement into feeds across the country.
