With a run of successful LTOs under its belt buckle, Texas DQ was eager to build on that momentum and go where no QSR has gone before — with the Carolina Reaper Taco. To capitalize on the social buzz around the Carolina Reaper pepper’s intense heat, Texas DQ needed a bold marketing message that would hook spice-loving Texans and drive trial. With just three months to plan a product launch, LOOMIS got to work.