Taco Bell

Chris Brandt, CMO
Tressie Lieberman, Sr. Director, Digital Marketing & Platforms
Kate Figroid, Digital Marketing Associate Analyst
Jozlynn Rush, Social Media Associate Analyst

DigitasLBi *Lead Agency

Eric Dean, SVP/Executive Director, Creative
Paul Bjork, VP/Director, Creative
Brad Meyers, VP/Director, Creative
Gwen Barker, Executive Producer
Dean Rubinstein, VP/Group Acct. Director
Kira Romansky, Associate Director, Integrated Production

McDonalds sells more in breakfast$9.7Bthan Taco Bell sells all day. In 2014, Taco Bell was ready to contend for a piece of this pie with the largest menu expansion in their 50-year history. In addition to taking on giants, Taco Bell also needed to convince Millennials to break out of their morning-routine comfort zone. With the audience truth that routines stick because mornings suck, we set out to make Taco Bell breakfast the most exciting thing that ever happened to their morning. Our socially driven campaign garnered a 600% lift in earned impressions, a 90% lift in brand mentions and contributed to approximately $546MM worth of Taco Bell breakfast sales.