Breakfast wars

17.04.2015 Taco Bell : Breakfast Defectors : Innovate
Routine Republic by Taco Bell, US

US – In a preview of this week’s Innovate, we look at Taco Bell’s Breakfast Defectors campaign.

  • Taco Bell has declared a war on the breakfast competition, inviting consumers to defect from conformity and opt for difference
  • It is an excellent example of Brandalism, using a competitor’s visual cues to promote a brand’s own product

In a bid to distinguish itself in the fast food breakfast category, Taco Bell recruited Deutsch Los Angeles to create a Faction Marketing campaign around the concept of sameness. The agency created propaganda, an online competition and a short film depicting a dystopian world in which ‘happiness is eating the same breakfast’.

The Big Picture: Brands need to take a risk and openly provoke competition, while creating engaging content that thinks of fans first. For more, read our Innovate.

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