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Taco Bell
Drive Thru-Diet

RAN IN: United States

CLIENT
Taco Bell Corporation

David Ovens, Chief Marketing Officer
Tom Wagner, Vice President - Consumer Insights/Marketing
Tracee Larocca, Director, Brand Communications
Jennifer Arnoldt, Sr. Manager of Brand Experience
Scott Conway, Account Supervisor
Sue Redington, SVP Group Managment Director

AGENCY
Draftfcb *Lead Agency

Jeff Fox, EVP, Chief Strategy Officer
Teddy Brown, Executive Creative Director
Jeff Maerov, SVP, Group Creative Director


Weber Shandwick *Lead Agency

Michael Schiferl, Executive Vice President, Director of Media Relations


SUMMARY

Fast food has long been blamed as a culprit of obesity Taco Bell already had a healthier menu option, yet consumer perception was negative, and sales were unsuccessful. We needed to generate interest in an existing offering, to bring customers into our stores. The Drive-Thru Diet menu was introduced, using Taco Bells 5,800 drive-thru locations nationwide, as a way to grab food to a way to grab control. Using a fully integrated shopper marketing campaign, we repositioned the competition, reframed the Taco Bell brand, and achieved successful business results.

CASE STUDY

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CASE VIDEO


Hero Medium: TV

Medium Featured On Video: TV, Radio, Interactive, Print, PR, Retail Experience

Audience: Connect with a new audience,Launch or relaunch a brand/product,Build or change corporate image,Speak to men,Speak to women,Speak to brand influencers, Speak to Young Men,Speak to Young Women, Speak to Families,Speak to Mothers

Type: Business to Consumer

Classification: National

Language: English