CLIENT
Taco Bell
Marisa Thalberg, Global Chief Brand Officer
Tracee Larocca, SVP, Advertising and Brand Engagement
Brian Darney, Senior Manager, Brand Marketing
AGENCY
Kenny Heinau, Brand Experience
Marisa Thalberg, Global Chief Brand Officer
Tracee Larocca, SVP, Advertising and Brand Engagement
Brian Darney, Senior Manager, Brand Marketing
Spark
John Baker, Associate Creative Director
Brett Craig, EVP, Executive Creative Director
Rich Ford, VP, Creative Director
Marcus Cross, Associate Creative Director
Ken Slater, VP, Creative Director
Jamie Kiersted, Senior Art Director
Bobby O'Neill, Copywriter
Matt Matzen, EVP, Group Account Director
Kelly Childers, Account Director
Lindsey Allison, Head of Strategy
Armando Potter, VP, Strategy Director
Paul Roy, Executive Producer
Leigh Citarella, Strategist
Jamie Gartner, Senior Producer
Estevan Palomino, Account Executive
Jenny Wolf, Account Executive
Edelman
SUMMARY
For years Taco Bell had failed to launch French fries in America because no one wants fries from a Mexican restaurant. America is the land of burgers and fries, and McDonald’s serves the most loved fries on the planet. To launch fries, we would have to outperform our LTO sales average and gain affinity from a more mass audience. So how did we get America dipping their fries in nacho cheese instead of ketchup? By opening their eyes to a sinister plot the burger monopoly had hidden for years.
