Taco Bell rolls out low fat campaign


Taco Bell, which does some 70% of its business via the drive-thru, is introducing  better choices for America with its new Drive-Thru Diet Menu, featuring seven Fresco-style menu offerings with nine grams or less of fat.

Available at participating Taco Bell locations nationwide, the Drive-Thru Diet Menu features seven Taco Bell favorites freshly-prepared with Fiesta Salsa – a zesty mix of diced tomatoes, white onions and cilantro – that replaces the cheese and sauce. Customers can make better choices compared to typical QSR choices while still enjoying their favorite tacos and burritos complete with grilled, marinated all-white-meat chicken, seasoned beef and Carne Asada Steak.

“The reality is most Americans are on-the-go and will eat foods purchased through a drive-thru an average of 10 times a month,” said registered dietitian Ruth Carey and nutritionist for the NBA’s Portland Trail Blazers. “Whether ordering in the drive-thru, or in the restaurants, Taco Bell’s Drive-Thru Diet Menu makes eating better convenient with not just one, but seven tasty choices with nine grams of fat or less.”

Current and new customers will hear about Taco Bell’s Drive-Thru Diet Menu and Fresco-style foods through an integrated campaign that will roll out during Q1. The campaign includes advertising, in-store promotions, websites and social media activity, as well as PR and integration with Taco Bell’s existing NBA marketing partnership. Additionally, the chain has teamed up with Carey to offer sound nutrition advice for people looking to make better choices at QSRs.

Taco Bell’s Drive-Thru Diet Menu campaign will feature Christine Dougherty, a real-life Taco Bell customer who serves as an example of how to make better choices when ordering at a drive-thru and will become the face of the seven Fresco-style menu items. Christine will also be featured in Taco Bell’s first ever infomercial, a long-form piece that will detail her story as well as some helpful tips done by Carey.

The advertising and all in-store signage was handled through Draftfcb, Orange County. Digital was handled through a partnership of Draftfcb, Orange County and R/GA, San Francisco.