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Taco Bell
Ruffling the Feathers of the Chicken Establishment

RAN IN: United States

CLIENT
Taco Bell

Marisa Thalberg, Chief Marketing Officer
Tracee Larocca, SVP, Advertising and Brand Engagement

AGENCY
Deutsch LA *Lead Agency

Brett Craig, Executive Creative Director
Rich Ford, Creative Director
Ken Slater, Creative Director
Walter Smith, Group Account Director
Kristie Weston, Account Director
Kelly Childers, Account Supervisor
Lindsey Allison, Co-Director of Strategy
Armando Potter, VP, Associate Strategy Director


DigitasLBi


Spark Foundry


Edelman


Octagon


SUMMARY

The Naked Chicken Chalupa was an all-new product that was sure to turn heads for all the wrong reasons. It was a taco with a shell made entirely out of fried chicken. And we were Taco Bell, a brand known for seasoned beef, nacho cheese and tortillas. What business did we have selling such a bizarre fried chicken product? But by pitting ourselves directly against fried chicken conventions like breasts and drumsticks our launch was successful, outperforming the Taco Bell limited-time-offer (LTO) sales average by 50%.

CASE VIDEO


Hero Medium: TV

Medium Featured On Video: CINEMA;INTERACTIVE/ONLINE;Brand Website/Microsite;Digital Video;Display Ads (Interactive/Online);MOBILE/TABLET;Display Ad (Mobile/Tablet);In-App or In-Game Ad;PR;RADIO;Spots (Radio);RETAIL EXPERIENCE;POP;SOCIAL MEDIA;TV;Spots (TV);PRINT;Custom Publication

Audience: Young Men (20-35)

Objectives: Increase sales, volume

Type: Business to Consumer

Classification: National

Language: English