Saturday, May 1, 2021

Food Marketing Taco Bell’s New Path


Yesterday we talked about how Taco Bell was edifying its brand with customer relevance evolving its hot sauce packaging for recycling.  Today, we wanted to once again mention just how focused Taco Bell is on consumers need-set of a better world, a better normal, adding humor to its messaging. 

Adding humor helps us all not focus on the past, but in this case look-up and see a ‘taco’ Taco Bell is rebranding the quarter moon as part of the company’s first global marketing campaign. The “taco moon,” as the company calls it, will appear in the night sky on Tuesday, May 4. See the picture above. 

Consumers in more than 20 global markets will be able to get free tacos. In the U.S., they’ll be able to get a crunchy taco between 8 p.m. and 11:59 p.m., which will help drive that fourth meal sales with its primary target market of consumers according to Steven Johnson, Grocerant Guru® at Tacoma, WA based Foodservice Solutions®.

Taylor Montgomery, head of international marketing for Taco Bell, stated, “Once you see tacos everywhere, you can’t unsee it,” … “I don’t know if you’re a Harry Potter fan but whenever I see Dumbledore’s glasses I see tacos.” He was referring to the character whose half-moon glasses were a trademark.”

Once again, Taco Bell is the fourth largest restaurant chain domestically and one of its strongest performers right now. The company’s same-store sales in the first quarter rose 10% on a two-year basis, and David Gibbs, CEO of parent company Yum Brands, said on Wednesday that the brand is “hitting on all cylinders” right now.

Yum Brands is hoping global marketing in a proactive humorist style can elevate its brand message invitation. The “Taco Moon” promotion will take place all around the world, so customers at all the chain’s locations will be able to get a free taco to celebrate the moon.

Montgomery continued, “This is something only Taco Bell could do,” He noted that the moon’s quarter phase looks an awful lot like a taco. “That was the ‘aha’ moment,” he said. “What’s the biggest billboard on planet earth? The moon. Any time there’s a quarter moon, we’re not going to brand it the ‘taco moon.’”

That the taco moon appears on May 4, the day before Cinco de Mayo—traditionally a big day for Taco Bell—was simply a matter of timing. “We can’t change when the moon looks like a taco,” Montgomery said.

Are you looking for a new partnership to drive sales? Are you ready for some fresh ideations? Do your food marketing tactics look more like yesterday that tomorrow?  Visit for more information or contact: Remember success does leave clues and we just may have the clue you need to propel your continued success.

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