Beginning 5/17, Taco Bell is launching the all-new $2 Meal Deal — the latest centerpiece of the chain’s Why Pay More Value Menu. They’re available in four combos and will include one Taco Bell item, a bag of Doritos chips and a medium drink.
The effort will be promoted through an integrated summer campaign that includes TV and radio advertising, in-store promotions, websites and social media, as well as PR and enhancements with Taco Bell’s existing sports and entertainment sponsorships. The TV advertising, via Draftfcb, Irvine, CA will include :15 and :30 spots that humorously depict our consumers’ question of “Which item in the $2 Meal Deal is free — the Taco Bell item, the chips or the drink?” In-store signage was also handled through Draftfcb, Irvine and digital was handled by R/GA, San Francisco.
Will Bortz, Taco Bell spokesperson, tells us the campaign targets 18-34 year olds, equally split M/F: “We rely on reaching them through networks and shows that capture this audience. We are an advertiser on FOX, Viacom and we are proud sponsors of the NBA as well as MLB. Radio buying is handled by our local DMAs who target locally what best suits them.”
