THE RELAUNCH OF TACO BELL BREAKFAST

Our latest effort on behalf of Taco Bell Breakfast.

It’s ADWEEK’s AD OF THE DAY. To read their take on it, click the creepy face below:

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The campaign kicked off with wild postings which directed people to the routinerepublic.com.

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Click below to see the Routine Republic’s idea of a happy breakfast:

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A 3:00 short film then appeared on Youtube, designed to ignite conversation.

We sent Taco Bell Super fans defector kits which helped fan the flames of the movement.

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Online, at breakfastdefectors.com people can defect, participate in a series of defector missions, as well just spread the word.

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THE LAUNCH OF TACO BELL BREAKFAST

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.

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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OLD MAC

We continued prodding the bear with this spot by taking aim at our competitor’s sacred cow, the venerated Egg McMuffin.

 

 

 

 

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