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Taco Bell recruits James Marsden to find out what happened to Nacho Fries


By Kyle O'Brien | Creative Works Editor

January 24, 2019 | 3 min read

After making a big debut a year ago with a spy-like film starring Josh Duhamel, Taco Bell’s Nacho Fries return to menus for a limited time, this time with help from James Marsden.

James Marsden Taco Bell

James Marsden in the latest Taco Bell Nacho Fries film

Unlike Duhamel’s character, who was entangled in a cover-up by ‘Big Fries,’ Marsden is recruited by the government to find out why Nacho Fries disappeared.

Live Más Productions, Taco Bell’s production arm, makes a cinematic effort with ‘Retrieval,’ starring Marsden as a devoted father who investigates the biggest question the brand’s fans have raised – why have fries vanished and where did they go?

Marsden’s Dr. Conrad, a retired astronaut, goes back to space to figure out the locale of the fries. The movie trailer-style production, produced in partnership with Deutsch LA, premieres on all major networks.

Nacho Fries quickly became a cheesy fan-favorite during their first two stints on Taco Bell’s menu in 2018. Since their departure, the brand has heard an outpouring of love from fans in restaurants and on social media. Now, the Mexican-seasoned fried potatoes with a dippable side of warm Nacho Cheese sauce are back.

“We are delighted to have Nacho Fries make their cinematic return, this time starring in ‘Retrieval,’ in which we seek to address the question of ‘where do Nacho Fries keep going?’ with a new genre and new hero who will go to all lengths to bring them back,” said Marisa Thalberg, global chief brand officer at Taco Bell Corp. “We humbly submit – for your consideration – that we have another big award winner now hitting screens, and most importantly, restaurants.”

Taco Bell: Retrieval by Deutsch LA

By Taco Bell

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