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Lone Star got summer 2025 sizzling with two limited edition taco flavours and a double points offer to further drive engagement through their Lone Star Loyal app; attracting new and return guests through a nationwide, multi-channel campaign.

The Rib’o Grande tacos featured tender, mouthwatering boneless Lone Star pork spare rib enhanced with crispy pork belly, while the Cauli’rado tacos were packed with crispy, golden cauliflower. Guests could then crank up the heat with a limited-edition spicy hoisin, orange and sesame seed sauce (the famous sauce that coats their delicious ribs with a spicy kick).

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Audience research showed that TVNZ+ and Meta were key channels to flood, supported by cinema and out of home bus backs and billboards.

Sparked by the idea that spicy food in summertime can really raise the heat, the hero video leans into the Lone Star brand vibe with a good ol’ fashioned western showdown. Sweaty brows and wild eyes stare each other out, followed by a fun reveal of a quickdraw grab for the water jug to wash down those spicy tacos! The campaign is tied together with a lockup.

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