Taco Bell: Restless creativity

Taco Bell, a quick service restaurant (QSR), positioned its new CEO, Mark King as the face of the brand and driver of its actions.

Summary

As a QSR, it would have been easy to lead with value. So instead, Taco Bell led with its values.

We shaped a story that revealed the heart of the brand through its new CEO in a way that had never been told.

In a moment when consumer trust was...