If you read the previous case study on Taco Bell in this section, you'd see that Taco Bell Australia is on a journey of reinvention. This is the next chapter in our transformation of the brand in Australia.
After our initial success with our previous Taco Bell campaigns, budgets were released to shoot something original. And we wanted to ensure we focused on the craveability of our food. Something Australians were still unconvinced about.
We created an entirely new strategic retail platform to help us bring the next evolution of Taco Bell to life. As the brand that was always the rebel in the QSR industry, we created the strategic platform of Fight for Flavour. Because it was time to rebel against the bland and boring food that the rest of the QSR industry relies upon. Whereas at Taco Bell, we experiment, we change and we bring some excitement to food.
It's what we call "deliciously different" - we have a 6-sided Crunchwrap Supreme, double shelled tacos, burritos with crunch (crushed tortilla shells inside) and more. It's food people know with a twist. And that twist makes our food so good, it's actually hard to describe. In fact, indescribably good. We developed a campaign called "Yeah. It's That Good." which uses crazy metaphors to describe the food just to get close.
Click to view film:
So while our food photography might look amazing (and let's be honest, so do our competitors), the Taco Bell tone would come through our copy and headlines.
OOH
The campaign was delivered across Radio, BVOD, YouTube, Meta, TikTok, digital channels and in-store launching with the Lava Crispy Chicken Burrito in October 23, 2023 and the Chipotle Crunch Burrito soon to follow (creative will be updated upon launch). Can't wait to see the results.
Digital & In Store
Until then, enjoy. Yeah. It's that Good.