Campaign details

Brand: Taco Bell
Agency: Edelman, London (PR Agency) and Unit9 (Production)

Background

Context:

Taco Bell is a successful US fast food brand, which had begun its expansion across the UK but had not yet set foot in London.

Brief:

Edelman was tasked with driving the mass awareness and buzz for Taco Bell's first London restaurant openings, in a way that felt relevant to Taco Bell but also to the everyday Londoner.

Challenge:

In food obsessed London, most people wouldn't notice the arrival of another American food chain, however tacolicious. Creating hype around the opening in a city where restaurants open every day was going to be a challenge. Not to mention the fact the Londoners are proudly territorial - it was going to take a charming and cheeky way-in to break through those stiff upperlipped barriers!

Objectives:

  • Invent a launch moment to create intrigue and spark conversation, whilst epitomising Taco Bell's renowned sense of humour
  • Secure positive media attention around the new restaurants
  • Positively impact footfall for restaurants opening across the capital