A new line of Mexican-restaurant style tacos and all-new Carnitas Shredded Pork await at Taco Bell starting 8/2 with the introduction of its all-new Cantina Tacos. Cantina Tacos include grilled, warm corn tortillas, Premium Fire-Grilled Chicken, Premium Cut Carne Asada Steak or Carnitas Shredded Pork topped off with a chopped onion and cilantro blend and a freshly sliced lime wedge for a burst of citrus flavor.
The effort is being promoted through an integrated campaign that includes TV and radio advertising, in-store promotions, websites and social media activity, as well as PR. Will Bortz, Taco Bell spokesperson, tells RBR-TVBR the campaign targets 18-34 year olds, equally split M/F: “It includes ABC/ESPN for baseball and when College Football starts. Radio buying is handled by our local DMAs who target locally what best suits them.”
The TV advertising, handled through Draftfcb, Irvine, will include a :30 spot titled “Calling Card” that brings to life and gives personality to the freshly sliced lime wedge, an important ingredient in an authentic Mexican Cantina Taco. The “lime” narrates the new product offering throughout the spot while a couple enjoys the new Cantina Tacos, freshly seasoned with lime. In-store signage was also handled through Draftfcb, Irvine and digital was handled by R/GA, San Francisco.