Taco Bell

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Taco Bell Debuts Spicy Fried Chicken Shell Chalupa at New York Speakeasy

From the Doritos Locos taco to the cheese-stuffed Quesalupa, which debuted at last years Super Bowl, Taco Bell is known for creating wacky yet often pretty delicious menu items that get its fans talking.

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A week before Thanksgiving, dozens of sharply dressed young men and women began arriving at Taco Bells headquarters for the fourth annual Friendsgiving feast, which included rolled turkey tacos and turkey-and-stuffing-filled Golden Quesalupas. While the event is usually exclusive to social media influencers and celebrities, this year,

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Beyond most likely continuing to introduce wacky, new cheese-filled menu items,Taco Bell has some serious goals for the next few years. It plans to become a $15 billion brand by 2022 while adding 2,000 new restaurants.

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How Taco Bells CMO Harnessed the Power of Snapchat, Bots and the Super Bowl

It would be understandable for a marketer who hails from the glamorous world of beauty to be a little self-conscious about moving to a fast-food brand known for late-night snack binges by college kids. Prior to becoming Taco Bells CMO, Marisa Thalberg spent years at legendary cosmetic companies like Revlon, Unilever and Este Lauder.

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When it comes to dining, no matter the cost of the meal, millennials place a premium on overall experience and that includes comfortable, well-appointed spaces, say marketing analysts.

Taco Bells NYC Pop-Up VR Arcade Features Lots of Tacos and a Virtual Shark Attack

Want to experience a virtual shark attack while munching on a Doritos Locos Taco? Taco Bell is making that happen with its pop-up VR arcade in New York this week.

Taco Bell Belluminati

Facebook Twitter Google+ LinkedIn The advertising agency Deutsch Inc. creates Belluminati film, a TV commercial for Taco Bell. The advert talk about a conspiracy named The Belluminati. The marketing story is Three delicious layers of seasoned beef and melty cheese for just a dollar? Somethings not stacking up here. Due to the controversial subject, []

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The advertising agency Deutsch Inc. creates Belluminati film, a TV commercial for Taco Bell. The advert talk about a conspiracy named The Belluminati. The marketing story is Three delicious layers of seasoned beef and melty cheese for just a dollar? Somethings not stacking up here.

Due to the controversial subject, there are many negative comments like: Illuminati is in taco bell, I always knew there was a 666 in the bell logo, this commercial just proved I was right all along, or and its the serpents eye in the bell and triangle wake up people, they are satanic and want you in the darkness or Ive lost my love for taco bell their delicious burritos will tempt me no more. open your eyes people they make this seem like a joke but this stuff is real.

omg. My husband is obsessed with Freemasonry and this commercial made me and my kids laugh so hard. Way to go, Taco bell!

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Taco Bell Embarks on Media-Agency Search

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ByMaureen Morrison.Published onSeptember 26, 2012.

A plum piece of media business is up for review: Yum Brands Taco Bell is searching for a new partner to help it with media-planning duties, Ad Age has learned.

The business had been handled by Interpublics DraftFCB, Taco Bells lead agency, and it is understood the agency would not participate in the review. A spokesman referred calls for comment to the restaurant chain.

It was not known whether a consultant is overseeing the review, but Santa Monica-based consultant Select Resources International oversaw the Taco Bell digital review earlier this year, which went to Publicis Groupe s Digitas. WPPs MEC will continue to handle media buying;Digitas, the chains digital agency of record, handles digital media planning.

Not only is the search for a new media-planning shop a compelling brand opportunity for shops — in a year that hasnt seen many media reviews — Taco Bell is also a sizable ad spender.

ParentYum Brandsranked as the 50th-largest national advertiser last year, according to the Ad AgeDataCenter, with total spending of $835 million. Of that amount, it devoted the most to Taco Bell, followed by Pizza Hut, then KFC.

The search has been initiated by Brian Niccol, chief marketing and innovation officer at Taco Bell –a new role he was appointed to one year agofollowing a stint at Pizza Hut.

DraftFCBcontinues to be our lead agency, and were extremely proud of their creative work, Mr. Niccol said in a statement to Ad Age .

He went on to describe why the restaurant is looking to shake up its media-agency strategy. Over the last few months we have been working with our franchisees to set the brand up for success over the next 50 years — specifically how we can lead and maintain leadership in traditional, social and digital media, Mr. Niccol said. These include two-step changes that will position Taco Bell for growth. The first is how our media is spent, which includes a new agreement that shifts from local to national, includes Hispanic and more digital. Second is our media strategy. To build off our current success, we are actively looking for an agency partner to help us with national media-planning strategy.

Although DraftFCB is maintaining much of its Taco Bell business, the departure of this piece of the account — along with the loss of the digital account to Digitas — signals the relationship may not be as strong as it once was.

Taco Bell is also especially important to DraftFCB after losing the entire MillerCoors account earlier this year, as well as SC Johnson last year and much of the Kraft business — all accounts that were won by predecessor agency Foote Cone & Belding. Notably, Taco Bell, along with Yum sibling KFC, is one of the last major creative accounts from the FCB era. Wins the agency can tout have included Cox and Discover.

It may not be the last of the moves on the account either. Several executives familiar with the matter said that other roster agencies and Interpublic shops are being considered for additional potential Taco Bell assignments. Taco Bell did not respond to questions regarding the matter.

From a creative perspective, DraftFCB has some reprieve given special promotions have helped Taco Bell improve sales this year, after a slumping 2011. That was thanks in large part to its Doritos Locos Taco, its largest product rollout ever. The chain also this year rolled out its upscaleCantina menu.

The Taco Bell account is handled largely out of DraftFCBs Orange County office. The agencys other big piece of Yum business, KFC, is handled out of Chicago. Much of DraftFCBs New York office is in the health-care business, though that shop earlier this year won theSea World account.

Maureen covers agencies as well as all things mobile, including the carriers, handsets and advertising, for Ad Age out of San Francisco. She previously wrote about the marketing of the fast food industry for Ad Age while also covering the agency world. Before entering reporting, she was Ad Ages research editor, helping lead research and analysis for the publications reports including the Agency Report, Leading National Advertisers and 100 Leading Media Companies.

Taco Bell Hires Foote Cone as ItAd Agency MovPutthFuturoformerirm in Doubt

Taco Bell, unhappy with its Run for the Border ad campaign, hired a new ad agency on Tuesday. The move appears to place the future of its outgoing ad firm, the Los Angeles office of Tracy-Locke, in jeopardy.

The Irvine-based Mexican fast-food chain had been quietly looking for a new ad agency for months to handle its $80 million in annual ad spending. Its new agency is the San Francisco office of the ad firm Foote, Cone & Belding, best known for creating the popular California Dancing Raisins spots.

Taco Bells advertising switch comes just two days after rival Burger King, struggling amid the near-frantic battle for market share in the fast-food industry, fired its New York ad agency. And while Taco Bell is looking for a way to increase its share of the $2.5-billion-per-year Mexican fast-food market, its former Los Angeles ad agency will struggle to stay afloat in the competitive Los Angeles ad market.

We are totally committed to Los Angeles, said Phil Slott, chairman and chief executive of the Los Angeles office of Tracy-Locke, which has 100 employees. We are not leaving town in any way, shape or form.

But unless the agency immediately lands a major new client, that may require the office to face many months of red ink. Advertising executives say it could also require a cash infusion from the Los Angeles offices Dallas-based headquarters. The Los Angeles office, which opened three years ago exclusively to serve Taco Bell, had relied on Taco Bell for the lions share of its total $100 million in annual billings. It has three other clients–regional advertising for Pepsi and Doritos and a small project for Campbell Soup Co.–which account for the remaining 20% of its business.

Slott declined to comment on the agencys immediate plans or on whether it will have layoffs. But he insisted that the agencys Los Angeles office would not close. Over the past few years, several large agencies have been forced to leave the Los Angeles market.

Two years ago, the Los Angeles office of William Esty temporarily closed its doors after it lost the Nissan business. And one year ago, the ad agency Scali, McCabe, Sloves walked out of Los Angeles when it was unable to drum up enough new business.

Taco Bell officials declined to be interviewed on Tuesday, but in a prepared statement the company played down the agency switch. What began as a routine agency review to get a fresh and objective point of view on a specific project, said Elliot Bloom, senior director of public affairs, broadened to a full-scale agency review to ensure that Taco Bell has the best possible partner in its ongoing growth and development.

For Taco Bell, which is owned by giant Pepsico, growth over the past few years has slowed considerably. Sales in 1988 were $1.6 billion, up only slightly from the $1.5 billion in 1987. And Taco Bells earnings fell to $66.7 million in 1988, down from $74.1 million in 1987.

One advertising research expert says Taco Bells advertising over the past few years has not really caught the publics fancy. Last year, the Run For the Border ad campaign–which features executives racing over to Taco Bell in Indiana Jones-like settings–failed to rank among the top 50 best-remembered advertisements by consumers, said Dave Vadehra, president of New York-based Video Storyboard Tests. Considering all the money they spent, said Vadehra, thats a poor showing.

Advertising executives say the pressure for immediate results from fast-food advertising is tremendous. Miles Turpin, chairman and chief executive of the Los Angeles office of Grey Advertising, said he personally liked the Run For the Border campaign. But officials at most major fast-food company officials look at sales results every day, said Turpin. You have to wonder if Taco Bell officials were seeing figures that they were uncomfortable with.

Taco Bell has plenty of company. Virtually every major fast-food company, except McDonalds, has changed ad agencies over the past few years.

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