Taco Bell is giving fans a tasty way to handle the emotional rollercoaster of the World Cup with its new L.O.C.O.S. promotion.
The fast-food chain launched Loss Or Celebration Outcome Support — a free “emotional support taco” campaign — timed to the 2026 FIFA Club World Cup. Rewards members can access the program through the Taco Bell app and earn free tacos plus merchandise by completing in-app challenges.
The promotion runs through July 13. Fans select either Celebration Mode after a win or Support Mode after a tough loss, then participate in weekly challenges for rewards. First-time users unlock a free taco with a qualifying purchase. The campaign includes fan activations in select cities like Los Angeles and New York featuring free tacos, interactive experiences and giveaways.
Taco Bell says the program taps into how fans already turn to comfort food during big sports moments. It will continue beyond the World Cup for future events and rivalries.
The initiative highlights the company’s focus on its rewards app and digital engagement while leaning into pop culture. Taco Bell has a long history of creative marketing tied to sports and entertainment.
No costs or specific sales figures were released. The promotion is available nationwide to eligible rewards members. Fans can download the app or check tacobell.com for details.
The World Cup has drawn massive attention across North Texas and the country, and promotions like this add a fun local flavor to the global event.
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