From an earned media perspective, the campaign generated a flurry of press coverage, including 400 broadcast clips, and dozens of digital placements in cultural outlets such as USA Today, Bustle, Elite Daily, Los Angeles Magazine, and Hello Giggles.
The coverage "helped the brand break through and reach an existing and new consumer base," Levitt said.
— Joshua Levitt of PR firm Canvas Blue explains why Del Taco made an Eau De French Fry soap earlier this year. Both production runs sold out in minutes. Read more at The inside story: Why Del Taco made French fry-scented soap at PR Week.