Objective
With World Taco Day (yep, a real thing) just around the corner, Taco Bell wanted to get Aussies into their key CBD stores to drive trial of their new and improved menu. But with a limited budget, they were being outspent by their competitors in traditional media.
IDEA
Instead of operating in traditional channels, we identified an unused media touchpoint with mass reach, and connected it to Taco Bell’s philosophy and product.
We channeled Pavlov and used the country’s most famous bells to get Aussies salivating at the thought of Taco Bell tacos, every hour on the hour… And delivered a 33% increase in transaction growth across hero stores in the process.
RESULTS
Hear Bells, Think Tacos reached 8 million people, while a contra creator program over-delivered with 150 pieces of content, a 73% conversion rate, and a 4.61% engagement rate. Paid social significantly exceeded forecasts, delivering 5.7 million Meta impressions and 6.5 million TikTok impressions at benchmark CPMs. Human billboards generated over 1 million reach and drove the highest redemptions and same-store transaction growth at in-line locations, all of which led to the first week of positive transaction growth of the year at +5% vs the previous four weeks.