Taco Bell: 2014 Taco Bell breakfast launch (Ronald McDonald launch)
Deutsch LA
What were the objectives for the creative work?
Commercial
- U.S. same-store sales: Increase of 3% to outpace the QSR category average, as driven by breakfast sales.
Marketing
- Trial: Increase daypart mix (trying breakfast) from 0% to 5% based on company projections and in comparison to McDonald's, whose daypart mix is at 25%.
Communications:
- Conversation: Increase percentage of current total conversation of online chatter within the breakfast category, from less than 1% (0.6) to 10%, and turn sentiment from negative to positive.
- Awareness: We felt we could double total...