Taco Bell: Restless creativity

Taco Bell, a quick service restaurant (QSR), positioned its new CEO, Mark King as the face of the brand and driver of its actions.

Summary

As a QSR, it would have been easy to lead with value. So instead, Taco Bell led with its values.

We shaped a story that revealed the heart of the brand through its new CEO in a way that had never been told.

In a moment when consumer trust was waning, the masses were looking to brands to lead the way. Taco Bell had to decide how to take action.

Knowing that consumers appreciate how far their dollar goes at Taco Bell, we could have led with price. Other QSR players did. But our data revealed that consumers really...

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