Taco Bell announced the return of its XXL Chalupa, offering consumers twice the premium seasoned beef as its Chalupa Supreme, plus nacho cheese sauce. It will be promoted through an integrated campaign that includes TV and radio, in-store, website, social media and PR. TV, via Draftfcb, Orange County, will include both a 30- and 15-second spot. Draftfcb was also responsible for digital promotion and in-store signage.
Taco Bell’s Deb Bell tells RBR-TVBR: “The national TV spot will run on-air for five weeks (started 10/6 during the Detroit/Yankee’s Game 5 on TBS). We will continue to have a very strong presence in Post Season Baseball, College Football as well as other cable / broadcast networks.”
As the official Quick Service Restaurant of Major League Baseball since 2004, working with the league on promotions around the All-Star Game and World Series, Taco Bell will feature SF Giants star pitcher Brian Wilson, a follow-up to last year’s efforts in partnership with MLB. In this year’s version, titled “Closer 2.0,” Wilson repeats the theme: the XXL Chalupa is simply too large to finish for one customer – and he has to come in to “close” the meal. Given Wilson’s unique and humorous personality, however, he had another idea in mind for this ad, which comes to life in the 30-second spot.
“The XXL Chalupa is back for our hungriest fans, and it’s still big enough to bring in a ‘closer’ to help,” said Martin Hennessy, Senior Director of Brand Experience, Taco Bell. “Who better to tell the story of a giant offering than San Francisco Giants ‘closer,’ Brian Wilson, whose attitude and personality – like the size of our latest offering – is larger than life.”
See the ad here: