Restaurants

Breakfast Defect from the Routine Republic

To sell more at breakfast time, Taco Bell needed to go head-to-head with breakfast monolith McDonalds. We appealed to our targets rebellious streak by positioning McDonalds as a totalitarian regime that brainwashes people into a mindless breakfast routine from which only the brave escape. Our campaign aped the structure of insurgent movements to recruit Breakfast Defectors. Our aggressive approach made 1,000 news stories and 30,000 social media mentions and drove a 20% increase in Taco Bells breakfast traffic and a 16% increase in sales.

Brand: Taco Bell
Client: Taco Bell
Agency: Deutsch LA
Language: English

KFC "Rice Bucket" Brand launch

Brand: KFC
Client: Yum! China
Agency: Hylink
Language: Mandarin

Taco Bell Blackout

To introduce Taco Bells newest channel, the mobile-ordering app, we turned all of their social channels off. By depriving its hyper-engaged social audience we proved the fastest way to get their attention was to go dark. For 72 hours, Taco Bells Twitter, Instagram, YouTube, Facebook and Tumblr shut downeven TacoBell.com went dark. After hours of fans and press clamoring for an explanationgarnering 2B earned impressionswe made the message clear: the new way to Taco Bell is #OnlyInTheApp. It drove more than 2.5MM customers to download the app.

Brand: Taco Bell
Client: Taco Bell
Agency: DigitasLBi San Francisco
Language: English