Taco Bell Breakfast Launch
2014
Taco Bell
Services
Digital Strategy, Creative Direction, Social Media and Influencer Strategy
Taco Bell decided they wanted to join the great QSR breakfast wars. McDonalds owned breakfast, so taking them on was going to need some pretty wild ideas and a massive campaign.
This was Tacco Bell’s largest marketing campaign ever.
Within two years of the Taco Bell breakfast launch, breakfast was over 10% of their total sales. Taco Bell was "one of the few companies in the history of the QSR industry to launch breakfast successfully and profitably in year one."
Read More: https://www.mashed.com/170863/the-untold-truth-of-taco-bells-breakfast/
We knew that Taco Ball had a lot of brand love, and an especially dedicated social community. This social community was the key to a successful launch.
We found 1,000 of the Taco Bells with the right following on ssocial - and we dropped 1,000 Taco Bell branded burner phones to them. The phones rang with missions - questions to answers, fun tasks to complete. The reward? Custom Waffle Taco Nikes, skateboards, pajamas - and free Taco Bell breakfast for a year.
The Taco Bell burner phones broke the internet in those early social days.
People had questions. So we convinced then Taco Bell CEO Brian Niccol to do a live AMA on Reddit. At the time, no CEO of a major company has done this. I was there helping Brian make his answers Reddit friendly, and we made the front page and were the most popular AMA for a long time.
Taco Bell still does breakfast, and this campaign has become a case study in how to do a QSR launch.
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