Taco Bell: Breakfast defect from the Routine Republic
Deutsch LA
Creative effectiveness
In 2014, our goal was to launch Taco Bell into the breakfast category and to make a brand known for late night then become a part of people's morning routine. The strategy was to take the QSR breakfast leader, McDonald's, head on and create a two-horse race in order to catapult Taco Bell into the category and conversation.
To create a two-horse race, we began by co-opting McDonald's iconic mascot and putting his namesake to work for us. We gathered together 23 real people named Ronald McDonald, had...