Client: Yum Brands/Taco Bell
Product: Taco Bell Breakfast
Category: Restaurants, Fast Food, Grocery Stores
Country: United States
In 2014, Taco Bell broke into the early daypart market by offering breakfast.
On launch day, March 27th, the brand leveraged high-impact and rich-media placements within its targets’ early-morning routines to capture attention and to make sure consumers everywhere knew Taco Bell Breakfast had arrived.
Work-day morning habits are deeply ingrained. It’s the time of day when consumers are actually anxiety-ridden commuters who are just trying to get out the door and arrive at work on time. It’s difficult to get their attention on any medium, but Taco Bell discovered that one of the platforms they engage with first is the mobile one—either smart phone or tablet.
Prior to launch, Taco Bell was not a competitor in the breakfast daypart, long dominated by McDonald’s.
At launch, it kept its target, of adults ages 18 to 44, broad in order to go beyond regular Taco Bell customers and try to convert all breakfast eaters. Their smartphones are the first thing 80 percent of these adults touch in the morning to check the weather, social media, news and traffic. Therefore, the strategy was nearly 100% mobile.
Taco Bell had been testing breakfast items in select markets prior to officially unveiling Taco Bell Breakfast. From those tests, the brand learned that mobile drove more engagement than desktop, particularly when the marketing included geo-fencing. The breakfast messaging during the morning resonated best on social platforms.
When the national campaign broke at the end of the first quarter, results were watched closely for more than three months so that learnings would inform the new items Taco Bell would add to the breakfast menu during the third quarter.
Through partners, the brand was able to execute multiple rich-media units, 100% dayparted, and geo-targeted to a user’s location. These creative and media tactics led to increased engagement with the brand.
Partner placements were as follows:
Of the $5 million media budget, 97% went to mobile as one of the campaign's partners had a cross-platform product. This was the closest the brand could get to achieving a 100% mobile strategy.
The campaign achieved the following results: