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Taco Bell
Breakfast Defect from the Routine Republic

RAN IN: United States

CLIENT
Taco Bell

Aron North, Director of Advertising
Tracee Larocca, VP, Brand Creative Director
Chris Brandt, CMO

AGENCY
Deutsch LA *Lead Agency


Starcom


DigitasLBi


Edelman


SUMMARY

To sell more at breakfast time, Taco Bell needed to go head-to-head with breakfast monolith McDonalds. We appealed to our targets rebellious streak by positioning McDonalds as a totalitarian regime that brainwashes people into a mindless breakfast routine from which only the brave escape. Our campaign aped the structure of insurgent movements to recruit Breakfast Defectors. Our aggressive approach made 1,000 news stories and 30,000 social media mentions and drove a 20% increase in Taco Bells breakfast traffic and a 16% increase in sales.

CASE VIDEO


Hero Medium: Social Media

Medium Featured On Video: Cinema, Consumer Involvement/User Generated, Guerrilla, Interactive/Online, Mobile/Tablet, OOH, Packaging, Social Media, TV

Audience: Young Men (20-35)

Objectives: Increase sales, volume

Type: Business to Consumer

Classification: National

Language: English