02 Dec 2021
Taco Bell is the leading Mexican fast food restaurant chain and was founded in the USA in 1962. The brand is now part of Yum! and has 39 restaurants in the UK; a number which is set to double in the coming twelve months.
Historically, Taco Bell had adapted the global creative platform that had been created by the US agency Deutsch for local markets, and consequently there was no incumbent local agency for the UK market.
Because of the expansion of the brand in the UK, the decision was taken to appoint a dedicated local agency and we were delighted to be able to work with the client team on the appointment.
The key criteria for the agencies was an understanding of the specific Taco Bell audience (Gen Z), an ability to produce highly creative work that would cut through the noise of the over supplied QSR market and a willingness to work with the global positioning created by Deutsch in the States.
Following a highly competitive and collaborative pitch process, three agencies were invited to participate in the final selection stage with The Or (formerly Other) being chosen. We are really looking forward to seeing the work that is produced, which will hopefully rival that of the sister brand KFC in terms of its creativity and market impact.
Commenting on the review, Head of UK Marketing Lucy Dee said:
“We thoroughly enjoyed working with AAR and the whole process was seamless from start to finish. AAR completely understood our brief and they used their wealth of experience in the industry to find us the perfect creative partner.
"Thanks to the partnership with AAR we are confident that we have found an agency that will help elevate our brand in the UK."