Slingshot Takes a Stand Against Mystery Meat

Taco Bueno Declares Taco Intervention No Bull

DALLAS – (September 30, 2013) – Taco Bueno, a pioneer in Tex-Mex made fresh, asked Dallas-based Slingshot LLC to be its new Agency of Record earlier this year. Its first assignment is to engineer a rebranding effort complete with new TV spots, digital couponing efforts and other creative products.

The first spot to air, co-starring a black bull, relies on humor, injustice and innuendo to tell the tale of woe Tex-Mex eaters suffer when they consume the other guy’s taco. The :30-story’s food-crime-fighting protagonist knows real, fresh Tex-Mex and dutifully ushers in a desperately needed taco intervention to the spot’s long-suffering victim of ingredient abuse.

A departure from Taco Bueno’s straightforward broadcast efforts in the past, the new “Eat My Dust, Dust” spot draws on parody to deliver the point that its taco victim can do better—and stay cleaner—by eating simpler fare made with a handful of ingredients anyone can pronounce.

With MTV VMA, Promax and Emmy awards under his belt, director Seyi Peter-Thomas knows a little something about the right ingredients. “No one should ever regret eating a taco. I’m glad I could help right the wrongs of Tex-Mex injustice,” Peter-Thomas quipped.

“The first step to recovery is realizing you have a problem on your hands,” added Susan Levine, Slingshot VP and executive creative director. “The mystery is why so many ingredients are needed in a taco. Our victim deserves Bueno, as do all who love Tex-Mex.”

Thanks to Slingshot’s new taco intervention concept, Millennials in need of a fraudulent-taco cleanse get a free taco and can also prevent their friends and family from suffering the indignities of inferior Tex-Mex. At, visitors share the message to their Facebook page, Twitter feed or via email. Their friends click to get their coupons and then pass the message along to their friends and family—ending the cycle of Tex-Mex abuse.

“Taco Bueno is about freshly made real food,” said Owen Hannay, Slingshot founder and CEO. “We took a decidedly aggressive approach to break through the noise and strengthen the brand.”

The spot airs starting October 1 as a run-up to National Taco Day October 4. All creative products appear in markets with multiple Taco Bueno locations: Dallas/Fort Worth, Oklahoma City, Tulsa, Kansas City and Abilene, Texas, where the chain was founded. Other new campaign elements, including fixed and mobile out-of-home messaging plus digital paid and earned messaging, run through mid-December.

Visit to get a free taco and intervene on behalf of a misguided friend. The “You Deserve Bueno” taco intervention campaign offer begins September 30 through November 7 or until the free tacos run out.

Slingshot is a full-service advertising agency headquartered in Dallas with an office in Austin.

CREDITS for “Eat My Dust, Dust”

Client: Taco Bueno Restaurants
Campaign: You Deserve Bueno
Agency: Slingshot LLC, Dallas
Executive Creative Director: Susan Levine
Creative Director: Braden Bickle
Associate Creative Director: Jordan Dontos
Sr. Art Director: Clay Coleman

Production Company: Station Film, LA
Director: Seyi Peter-Thomas
Managing Partner (Production Co): Stephen Orent
Partner/Executive Producer (Production Co): Thomas M. Rossano
Partner/Executive Producer (Production Co): Micheal Di Girolamo
Partner/Executive Producer (Production Co): Caroline Gibney
Producer (Production Co): Leanne Amos

Editorial Company: Red Car, Dallas 

Producer (Editorial Co): Carrie Calloway
Editor: Keith James

About Slingshot LLC:

Incorporated in Dallas in 1995, Slingshot is an independent, full-service agency that provides marketing and advertising services to clients who understand that their consumers are changing dramatically due to the digitization of their lives and media fragmentation. The agency’s clients include Texas Tourism, Corner Bakery, Susan G. Komen, Pizza Inn, Borden Dairy and the American Heart Association. Services include traditional and digital advertising, social media, web development, brand development and media planning and buying. Slingshot was named one of Advertising Age’s Best Places to Work in Media and Marketing for 2011 and 2012. For more information, call (214) 634-4411 or visit

About Station Film:

Station Film is an award-winning bicoastal production company. The shop is home to an eclectic mix of talented directors who are responsible for some of today's most acclaimed commercials, web films and branded content. Station Film's partners are industry heavyweights Stephen Orent, Michael Di Girolamo, Caroline Gibney and Tom Rossano. Their passion, hard work, sharp eye for talent and inspiring team have made the company a 'go to' for the industry's most creative thinkers.

About Taco Bueno:

Founded in Abilene, Texas, Taco Bueno operates 177 restaurants in Texas, Oklahoma, Arkansas, New Mexico, Louisiana, Kansas and Missouri. Taco Bueno is committed to the freshest, highest quality ingredients and a unique, authentic TexMex experience. The company is privately owned by Palladium Equity Partners. Find out more about Taco Bueno by visiting or 

Posted Mon, Sep 30, 2013 by Dannah de la Garrigue in News