Let’s Not Taco ‘Bout Xmas
The challenge
Taco Bell has a small national footprint in the UK but a passionate fanbase of hard-to-reach and discerning 1634s. With challenger budgets, Taco Bell needed to punch above its weight during the lead up to Xmas 2021 and put tacos firmly on the fast-food map
The solution
We partnered with Jungle productions and their lifestyle vertical VT to celebrate Taco Bell’s challenger status and create content that would cut through the usual wave of festive clutter. ‘Let’s Not Taco ‘Bout Christmas’ was a brave communications platform that celebrated the underdogs (like Taco Bell) – in this case, championing December babies who get overshadowed at Christmas. In a witty and comedic PSA hero style video and social competition, and trending Tik Tok content, Taco Bell told the stories of the festively forsaken and threw parties for lucky winners so they could have their time in the limelight
Results
- The partnership created +6.1 % brand awareness uplift (exposed v control) versus a category norm of 3.8%
- We saw a significant increase in purchase intent (‘very likely’) between exposed versus control groups
