How does Taco Bell, a late-night brand, not just break into the breakfast game, but turn this fast-food day part  into a two-horse race? The campaign, in just a few months, has helped Taco Bell achieve the same awareness level in breakfast as Burger King has achieved after 11 years of marketing.

Getting Ronald McDonalds from around the country to come together and give their frank opinions of Taco Bell’s breakfast, was complicated and challenging to say the least. Here’s the backstory.

The campaign has received over 3 billion impressions to date and the story has been picked up by virtually every major news outlet. Click to read.

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Our campaign even elicited this response from our friends at McDonalds which appeared on Facebook.

Screen Shot 2014-05-05 at 10.07.33 AMAs Taco Bell continues to deposition McDonald’s as the “old” breakfast choice, McDonald’s has chosen to give Ronald an modern makeover. Coincidence?

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