Culture / Restaurants

Taco Charlton Gives New Meaning to Taco Tuesday

Dallas Cowboys Rookie is Already an Endorsement Star

BY // 06.28.17

The moment we’ve all been waiting for has arrived: Taco Charlton has signed an endorsement deal with Taco Bueno.

When the Dallas Cowboys drafted the University of Michigan defensive end in the first round, the Tex-Mex jokes came rolling in. The Dallas Morning News foreshadowed Charlton’s future with the headline “Taco Bueno.”

And then the Tex-Mex love (if not money at first) started rolling in. Fuzzy’s Taco Shop offered the new Cowboy free tacos for life via Twitter. Taco Bueno CEO Mike Roper sent out another warm welcome tweet to Charlton.

However, Taco Charlton’s first endorsement was not in fact for tacos. On Monday, one day before Taco and Taco Bueno would make it official, Austin-based soda company Big Red announced a partnership with Charlton.

“Although I am new to Texas, I quickly learned that nothing goes better with tacos than Big Red, so I’m excited to partner with such a unique, iconic brand,” Charlton said in a statement.

On Tuesday, the official day of tacos, the first round pick’s second and most important endorsement deal was announced.

Holiday Gifting

  • Cotton Club
  • Cotton Club
  • Elaine Turner - GiGi Flats
  • Bond No 9 - Perfume
  • Wayne Smith
  • Elaine Turner - Felicia Stole in Magenta
  • Asher Gallery
  • Loeffler Randall - Clutch
  • Museum of Fine Arts Houston
  • Loeffler Randall - Shoes
  • Mariquite Masterson
  • Oscar De La Renta - Earrings
  • Bond No 9 - Candle
  • Mariquite Masterson
  • Wayne Smith
  • Cle Du Peau - Lip Gloss
  • Oscar De La Renta - Clutch
  • Cle Du Peau - Nail Polish

Roper tells ESPN that Charlton will work with Taco Bueno to come up with some new offers for customers. A “tailgate box” may even be in the works.

Taco Charlton will star in the company’s digital spots, as well as on social media. With the catchy handle @thesupremetaco, Charlton has already racked up 77,000 followers on Twitter, and 128,000 on Instagram. Of course, Taco still has a ways to go to catch up to Cowboys quarterback Dak Prescott and his 757,000 Twitter and 1.3 million Instagram followers.

Charlton’s given name is actually Vidauntae, but his mother and grandmother nicknamed him Taco as a baby and it stuck. Apparently, the new Cowboy wasn’t a fan of the food as a child, but luckily grew to love it during college.

“Taco Bueno tops everyone, and I am really excited to be partnering with them this fall,” Charlton says. “Taco Bueno is as passionate about their food and service as I am about my performance on the field.”

It sounds like a match made in marketing heaven.

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