How Taco Bell uses media to harness the strength of TV in non-traditional ways

Taco Bell, the quick-service restaurant chain, is tapping a nuanced approach to media as it fights for “share of stomach” among consumers.

“Television is incredibly powerful,” insists Sasha Wolfe, Taco Bell’s head of media. “You can’t recreate in any other media a close up of Taco Bell’s cheesy, beefy wonderfulness.

“It’s a part of who we are and it definitely is a driver of our business.”

Sasha Wolfe, head of media, Taco Bell

That broadcast medium – “in its historical form and in new forms that are emerging” – gives us the ability to tell a story with beautifully produced creative with sight, sound, and motion.”

And after a spot appears – whether it’s on a legacy network or a bespoke...

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