Taco Bell Dump The ‘Chup

For Taco Bell’s Dump the ’Chup campaign, we designed and built an interactive digital experience that invited fans to publicly break up with ketchup.

Participants crafted personalised breakup letters through a guided digital interface, selecting pre-written lines and custom inputs before signing off in nacho cheese. Each message was rendered live and displayed on a large-format public screen.

Designed for a high-traffic environment, the experience encouraged participation, social sharing, and repeat engagement—demonstrating how physical-digital storytelling can create memorable brand moments.