Taco bell has tried to get into the breakfast market for a long time. They have tried in the past and failed. When we got this brief to create the biggest launch in franchise HISTORY into a category dominated by Mcdonalds it was a massive challenge. Taco Bell was best known for its late-night Fourth Meal concept, but up until recently, the chain had virtually no presence at breakfast. But we know we have a good product on hand and bravery to match that.
So how can we help Taco Bell, a late-night brand, break into the breakfast game and turn it into a two-horse race? We took on the biggest player in the breakfast category by inviting a few special guest "Ronald McDonald" for breakfast taste test. Guess what, they all love it and we started a massive breakfast war in culture with over 3 billion media impressions in the first 48 hrs. Results? Taco Bell breakfast achieve profitability in just the first year.