Let me introduce you to the Taco Bell 50k.

@todayshow

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Promoted product

Taco Bell

Taco Bell is a fast-food chain where customers can purchase burritos and fries, and whose ingredients have been investigated for parasitic outbreaks.

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Why it worked

The video leverages a bizarre, high-engagement real-world event that combines extreme sports with fast food, creating a humorous and relatable 'munchie' segment that feels like organic morning show content.

Summary

The TODAY Show anchors discuss a unique 50k marathon event sponsored by Taco Bell where participants must eat at multiple restaurant locations during the race. The anchors then sample various Taco Bell menu items on air while commenting on the event's rules.

Structure

1Introduction to the Taco Bell 50k race
2Explanation of the race rules and mandatory food stops
3Anchors discuss the intensity of the event
4

Original caption

Taco Bell held their annual 50k in Denver, Colorado and the anchors celebrated the runners by treating themselves to some Taco Bell too at 7am! 😂

More from @todayshow

Product placement

Taco Bell (a) ACTS: The video features a branded 50k race event organized by the brand, shows participants eating specific menu items at their restaurants, and the anchors eat the food on set. Removing the brand would remove the entire subject of the video.

On-screen text

TACO BELL 50K! An ultra marathon unlike any other. hungry runners ran 31 miles through Denver with mandatory stops at 11 Taco Bell restaurants, and you must eat at 10 of them. 3 October, 2026 TACO BELL 50K RACE RULES • EAT A MENU ITEM FROM AT LEAST 10 OF THE 11 TACO BELL STOPS • BY THE 4TH STOP, ALL ENTRANTS MUST HAVE CONSUMED AT LEAST 1 CHALUPA SUPREME OR 1 CRUNCHWRAP SUPREME • BY THE 8TH STOP, ALL ENTRANTS MUST HAVE CONSUMED AT LEAST 1 BURRITO SUPREME OR 1 NACHOS BELL GRANDE • FINISH UNDER 11 HOURS

Transcript

Let me introduce you to the Taco Bell 50k. An ultra marathon unlike any other. Over the weekend, hungry runners ran 31 miles through Denver with mandatory stops at 11 Taco Bell restaurants, and you must eat at 10 of them. They made the rules a little bit more intense this year with some of the more filling menu items. By the fourth stop, you must eat at least one chalupa or one crunchwrap supreme. This all sounds great except for the marathon running. By the eight, you must have had one Burrito Supreme or one Nacho Bell Grande under your belt. And you must do it all in 11 hours. The race organizers called those who finished across the finish line, survivors of the race. Oh my gosh. Wow. At least they didn't have them eat a Mexican pizza. So what do we have here? I hope they're not putting a lot of this sauce on there. And drinks do not count as food? No, drinks do not count as food. What are these green drinks? Bathroom breaks are allowed, just in case. What is that? They didn't have a big one? Oh my god, that is so sweet. This kind of reminds me of, like, late nights at the University of Texas. Yes, exactly right. A little munchie situation.