Campaign details

Advertiser: Taco Bell
Brand: Taco Bell
Agency: Deutsch LA 
Country: United States


A. Commercial Objective:

Outperform the Taco Bell limited-time-offer (LTO) sales average by 10%

In 2018, Taco Bell was launching French fries for the first time in America with Nacho Fries — dusted in Mexican spices and dipped in nacho cheese. Coming on the heels of 5% sales growth in 20171, stakeholders had lofty expectations to lap the previous year's record-breaking launch of the Naked Chicken Chalupa.

Which seemed simple enough. Fries are the most quintessential item in American fast food. They make up 25% of all sales in QSR2 — that's $67.55b in sales2. Except to date Taco Bell claimed 0% of those sales. Why? Because people don't want fries from a Mexican restaurant. "This might sound illogical, but I just can't see myself buying French fries at Taco Bell. They don't fit in with the food there. It seems out of place."3 In fact, Taco Bell had tried to launch fries in America multiple times before and failed for this very reason.