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Steal a Base, Steal a Taco

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Steal a Base, Steal a Taco is a marketing gimmick by Taco Bell in which free tacos are offered to all customers in the United States of America to commemorate the first stolen base in Major League Baseball's World Series.

History

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Jacoby Ellsbury's stolen base during Game 2 of the 2007 World Series resulted in the first Taco Bell giveaway per "Steal a Base, Steal a Taco".

Taco Bell first offered the "Steal a Base, Steal a Taco" promotion during the 2007 World Series. The company had run several prior World Series promotions that did not result in free food being given away.[1] For example, during the 2003 World Series, the company would have given away a free soft drink and a taco to everyone in the United States if a player hit a home run onto a sign placed in Pro Player Stadium.[2] A similar promotion had been staged in the 2002 World Series, with a floating target placed in McCovey Cove in San Francisco.[3][4] Under the 2007 promotion, it any player from either team stole a base, the company would give away free Crunchy Seasoned Beef Tacos to everyone in the United States.[5] This promotion was considered "something bound to happen".[1]

After Jacoby Ellsbury of the Boston Red Sox stole a base in Game 2, the company made good on the promotion on October 30, 2007.[1] The first taco giveaway, at participating restaurants between 2:00 p.m and 5:00 p.m., attracted large crowds in the Boston area for free tacos that normally would have cost US$ 0.77 ($1.13 in 2023).[6][7] In areas less interested in the World Series, crowds were much thinner.[8][9] The company also set up a web site, Donate Your Taco, for customers to donate the value of their free taco to the American Red Cross.[9] Ellsbury himself went to a Taco Bell on the campus of Boston University to get a free taco,[10] and the company donated $20,000 in Ellsbury's name to the Boys & Girls Clubs of America.[11]

The promotion was again used in the 2008 World Series, with Jason Bartlett of the Tampa Bay Rays stealing a base in Game 1 to win free tacos for all Taco Bell customers in America on October 28, 2008.[12] The company brought the promotion back in 2012 to promote the new Doritos Locos Taco,[13] and ran the promotion during each World Series from 2015 through 2023.[14][15] In each instance of the promotion, tacos have been given away, except for 2015 when the company gave away Breakfast Crunchwraps.[16]

In 2019, the company partnered with BetMGM to offer real-money wagering on who the Taco Hero would be.[17] In 2022, Taco Bell added the additional reward of a free soft drink to customers who correctly predict, via their mobile app, the Taco Hero of an upcoming series.[18] Also in 2022, the company connected the taco giveaway to its loyalty program, giving enrolled customers 10 days after the first stolen base of the World Series to redeem their reward, to avoid crowds.[19]

There was no Steal a Base, Steal a Taco promotion in 2024, due to Taco Bell not being an MLB sponsor during the 2024 World Series.[15]

Impact

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Darren Rovell, reporting for CNBC, estimated that Taco Bell received $8 million ($12 million in 2023) of free advertising during the first two games of the 2007 World Series.[20] However, critics included a staff member of The Boston Globe,[21] who commented on a video clip played by Fox Sports that showed two Boston players discussing the promotion during a game; "Using the players to shill for your sponsors — however innocently — seems that much more unseemly. And when announcers do it, too, it's no wonder that the skeptics have the day."[20] A later Globe editorial called for MLB to ban the use of such in-game promotions by players.[22] At least one Taco Bell franchise owner declined to participate in the promotion.[23]

In 2017, Taco Bell won a bronze Clio Award for "Steal a Base, Steal a Taco" in the Integrated Campaign category.[24]

Although the World Series television ratings during the 2010s were lower than during prior years, Taco Bell's director of brand partnerships said in 2019 that the promotion had been successful for the chain, drawing new customers into restaurants and encouraging them to return.[25]

In 2021, the National Baseball Hall of Fame and Museum, in partnership with Taco Bell to commemorate the 10th instance of the promotion, put the World Series base stolen by Ozzie Albies on display at the museum in Cooperstown, New York.[16]

Analysis by a USA Today reporter suggests that the promotion may have influenced how early a stolen base occurs in the World Series, noting that between 2015 and 2022, "four of the eight World Series have seen a stolen base within the first frame. While it doesn't line up with the inaugural promotion of 2007 or the introduction of the Doritos Locos Tacos in 2012, it certainly can't be overlooked."[26]

"Taco Hero" players

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The first player to steal a base in a World Series is called the "Taco Hero",[16] with that term first appearing during the 2016 promotion.[27]

Mookie Betts is the only player to have been a Taco Hero more than once, having accomplished the feat in 2018 with the Boston Red Sox and in 2020 with the Los Angeles Dodgers.[28] The only team with more than one Taco Hero is the Boston Red Sox, with Ellsbury in 2007 and Betts in 2018.

The most recent Taco Hero is Ketel Marte of the Arizona Diamondbacks, who successfully stole a base in Game 1 of the 2023 World Series.[29]

The following players have been the Taco Hero, stealing the first base of a World Series when Taco Bell ran a free taco promotion.[14][30]

Ketel Marte, the most recent Taco Hero
Year Player Team Game and inning Ref.
2007 Jacoby Ellsbury Boston Red Sox Game 2, 4th inning [31]
2008 Jason Bartlett Tampa Bay Rays Game 1, 5th inning [32]
2012 Ángel Pagán San Francisco Giants Game 2, 8th inning [33]
2015 Lorenzo Cain Kansas City Royals Game 1, 6th inning [34]
2016 Francisco Lindor Cleveland Indians Game 1, 1st inning [35]
2017 Cameron Maybin Houston Astros Game 2, 11th inning [36]
2018 Mookie Betts Boston Red Sox Game 1, 1st inning [37]
2019 Trea Turner Washington Nationals Game 1, 1st inning [38]
2020 Mookie Betts Los Angeles Dodgers Game 1, 5th inning [39]
2021 Ozzie Albies Atlanta Braves Game 1, 1st inning [40]
2022 Kyle Schwarber Philadelphia Phillies Game 1, 7th inning [41]
2023 Ketel Marte Arizona Diamondbacks Game 1, 3rd inning [42]
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MLB's FanFest, held before the All-Star Game between 2010 and 2013, included an attraction for young fans called "Steal a Base, Steal a Taco". Fans could run between bases on a simulated field, then receive a voucher for a free taco.[43][44][45][46]

During the 2019 MLB London Series, Taco Bell's restaurants in the United Kingdom offered free tacos if a player for either team stole a base.[47][48]

In the NBA Finals, Taco Bell formerly ran a promotion called "Steal a Game, Steal a Taco", whereby if the away team won any of the first three games, the company would give away tacos on a designated day.[49] The Golden State Warriors successfully triggered the giveaway during both the 2018 and 2019 championship series.[50][51] The promotion was later altered and renamed "NBA Comebacks", whereby if a team losing at halftime comes back to win a game, customers can claim a free taco.[28] During the 2021 NBA Finals, the Milwaukee Bucks came back from a 47–42 halftime deficit to win Game 6, 105–98, and Taco Bell offered free tacos to their customers.[52]

References

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  1. ^ a b c Ganus, Sara (October 30, 2007). "taco Tuesday: Taco Bell promotion designed to draw customers into its stores". The Oklahoman. p. 1B. Retrieved October 29, 2023 – via newspapers.com.
  2. ^ "Free taco, free Pepsi ... and a fantasy". RedEye. Chicago Tribune. October 22, 2003. p. 64. Retrieved October 29, 2023 – via newspapers.com.
  3. ^ Harris, Ron (October 22, 2002). "Taco Bell offers free food". Ukiah Daily Journal. Ukiah, California. AP. p. 6. Retrieved October 29, 2023 – via newspapers.com.
  4. ^ "2002 World Series Free Taco Promotion McCovey Cove". 2002. Retrieved October 29, 2023 – via YouTube.
  5. ^ Rindone, Marisa (October 29, 2007). "Taco Bell's Big Enchilada". Forbes. Archived from the original on October 30, 2010. Retrieved February 9, 2010.
  6. ^ Breitrose, Charlie (October 31, 2007). "Taco Bell serves free World Series tacos". MetroWest Daily News. Retrieved October 18, 2023.
  7. ^ Underwood, Mike (October 31, 2007). "Fans go loco for free tacos". Boston Herald. Retrieved October 18, 2023.
  8. ^ Garver, Lloyd (October 31, 2007). "Feeding America". CBS News. Retrieved October 18, 2023.
  9. ^ a b Reimink, Troy (October 31, 2007). "Race across GR nets free tacos, pain". mlive. Retrieved October 18, 2023.
  10. ^ Henderson, Diedtra (October 31, 2007). "Ellsbury scores with fans at 'Steal a Taco' promotion". The Boston Globe. p. D3. Retrieved October 28, 2023 – via newspapers.com.
  11. ^ "Free Taco Promotion at Taco Bell". QSR Magazine. October 22, 2007. Retrieved October 18, 2023.
  12. ^ Gallagher, Aileen (October 27, 2008). "Free Tacos for Everyone!". Grub Street. Retrieved October 18, 2023.
  13. ^ Newman, Mark (October 25, 2012). "Pagan steals everyone free taco at Taco Bell". MLB.com. Retrieved October 28, 2023.
  14. ^ a b Read, Robert (October 27, 2023). "World Series Game 1: How Taco Bell's 'Steal a Base, Steal a Taco' Works". Newsweek. Retrieved October 27, 2023.
  15. ^ a b Broughton, David (April 24, 2024). "Recent additions have MLB sponsor roster at 34 brands". Sports Business Journal.
  16. ^ a b c "World Series History and 'Taco Heroes' Collide in Cooperstown". baseballhall.org. October 2021. Retrieved October 29, 2023.
  17. ^ O'Brien, Kyle (October 14, 2019). "Taco Bell adds wagering to its World Series 'Steal a Base, Steal a Taco' campaign". The Drum. Retrieved October 18, 2023.
  18. ^ Molina, Brett (October 18, 2022). "Taco Bell brings back its 'Steal a Base, Steal a Taco' offer for a free taco. Here's how to get it". USA TODAY. Retrieved October 18, 2023.
  19. ^ Tyko, Kelly (October 28, 2022). "Taco Bell World Series free taco deal back with a change". Axios. Retrieved October 18, 2023.
  20. ^ a b Weiss, Joanna (October 27, 2007). "Some fans call out Taco Bell's 'Steal a Base' promotion". The Boston Globe. p. F6. Retrieved October 28, 2023 – via newspapers.com.
  21. ^ Weiss, Joanna (October 27, 2007). "Taco Bell promotion is off base to some". The Boston Globe. p. F1. Retrieved October 28, 2023 – via newspapers.com.
  22. ^ "To-do list for the offseason". The Boston Globe. October 30, 2007. p. A18. Retrieved October 28, 2023 – via newspapers.com.
  23. ^ Sieh, Cat (October 30, 2007). "1 Taco Bell won't honor giveaway". The Bellingham Herald. Bellingham, Washington. p. A3. Retrieved October 28, 2023 – via newspapers.com.
  24. ^ "Steal a Base, Steal a Taco". clios.com. Retrieved October 28, 2023.
  25. ^ Santana, Danni (November 4, 2019). "Inside Taco Bell's World Series 'Steal A Base, Steal A Taco' Campaign". Front Office Sports. Retrieved October 18, 2023.
  26. ^ Hoefling, Jon (October 27, 2023). "Has Taco Bell steal-a-base promotion led to more swiped bags? Where's what the data says". azcentral.com. USA Today. Retrieved October 28, 2023.
  27. ^ "Thank Indians for free tacos". Akron Beacon Journal. October 27, 2016. p. B8. Retrieved October 25, 2024 – via newspapers.com.
  28. ^ a b Wellen, Brianna (October 27, 2022). "Why Taco Bell Gives Away Free Tacos During the World Series". The Takeout. Retrieved October 18, 2023.
  29. ^ Snyder, Matt (October 27, 2023). "2023 World Series: Diamondbacks' Ketel Marte steals base in Game 1, wins free Taco Bell for everyone". CBS Sports. Retrieved October 27, 2023.
  30. ^ Harrigan, Thomas (October 27, 2023). "Marte steals a taco for America in 2023 World Series". MLB.com. Retrieved October 28, 2023.
  31. ^ "Boston Red Sox 2, Colorado Rockies 1". Retrosheet. October 25, 2007. Retrieved October 28, 2023.
  32. ^ "Philadelphia Phillies 3, Tampa Bay Rays 2". Retrosheet. October 22, 2008. Retrieved October 28, 2023.
  33. ^ "San Francisco Giants 2, Detroit Tigers 0". Retrosheet. October 25, 2012. Retrieved October 28, 2023.
  34. ^ "Kansas City Royals 5, New York Mets 4". Retrosheet. October 27, 2015. Retrieved October 28, 2023.
  35. ^ "Cleveland Indians 6, Chicago Cubs 0". Retrosheet. October 25, 2016. Retrieved October 28, 2023.
  36. ^ "Houston Astros 7, Los Angeles Dodgers 6". Retrosheet. October 25, 2017. Retrieved October 28, 2023.
  37. ^ "Boston Red Sox 8, Los Angeles Dodgers 4". Retrosheet. October 23, 2018. Retrieved October 28, 2023.
  38. ^ "Washington Nationals 5, Houston Astros 4". Retrosheet. October 22, 2019. Retrieved October 28, 2023.
  39. ^ "Los Angeles Dodgers 8, Tampa Bay Rays 3". Retrosheet. October 20, 2020. Retrieved October 28, 2023.
  40. ^ "Atlanta Braves 6, Houston Astros 2". Retrosheet. October 26, 2021. Retrieved October 28, 2023.
  41. ^ "Philadelphia Phillies 6, Houston Astros 5". Retrosheet. October 28, 2022. Retrieved October 28, 2023.
  42. ^ "Diamondbacks 5-6 Rangers Play-by-Play". ESPN.com. October 27, 2023. Retrieved October 28, 2023.
  43. ^ "Base Thief". Los Angeles Times. July 10, 2010. p. C3. Retrieved October 28, 2023 – via newspapers.com.
  44. ^ "FanFest". The Arizona Republic. July 9, 2011. p. A5. Retrieved October 28, 2023 – via newspapers.com.
  45. ^ "Steal a Base, Steal a Taco". The Kansas City Star. July 5, 2012. p. D27. Retrieved October 28, 2023 – via newspapers.com.
  46. ^ "All-Star FanFest". New York Daily News. July 12, 2013. p. 20. Retrieved October 28, 2023 – via newspapers.com.
  47. ^ Dixon, Rachel (June 12, 2019). "Taco Bell and Major League Baseball to give away free tacos". Kent Online. Retrieved October 18, 2023.
  48. ^ Lefton, Terry (June 10, 2019). "Taco Bell Brings 'Steal A Base' Promotion To London Series". sportsbusinessjournal.com. Retrieved October 29, 2023.
  49. ^ Morris, Deborah (June 9, 2016). "Other Deals". Lexington Herald-Leader. Lexington, Kentucky. p. B4. Retrieved October 28, 2023 – via newspapers.com.
  50. ^ Willis, Emily (June 13, 2018). "Let's Taco 'Bout Lunch". Hickory Daily Record. Hickory, North Carolina. p. 1. Retrieved October 28, 2023 – via newspapers.com.
  51. ^ Adams, Kirby (June 14, 2019). "Taco Bell is giving away free tacos this month". Courier Journal. Louisville, Kentucky. USA Today. p. C3. Retrieved October 28, 2023 – via newspapers.com.
  52. ^ Harper, Mitch (July 21, 2021). "Taco Bell Giving Away Free Tacos After Milwaukee Bucks Win NBA Title". KSL Sports. Retrieved October 18, 2023.
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