Taco Bell Lives Más on Instagram
In the early 1960s, when burger stands dominated Southern California, Glen Bell refused to follow the trend and created Taco Bell. Today, a half century later, Taco Bell serves more than 36 million customers every week in over 6,000 restaurants nationwide.
In preparation for their breakfast line launch, Taco Bell turned to Instagram to build awareness of their new menu items among 18-44 year-olds. The brand’s creative team produced a series of sponsored photos depicting breakfast among friends, each image capturing the brand’s youthful, free-spirited ethos through natural staging and a retro, sun-bleached color palette.
“We let the concept drive creative production and paired that with what we knew about how people engage on Instagram,” said Chris Brandt, Taco Bell’s Chief Marketing Officer. “What resulted was a powerful visual narrative…that was a perfect fit within the Instagram environment.”
- 12.5 million 18-44 year-olds in the U.S. reached across a four-week period
- 29-point incremental lift in ad recall for people who were repeatedly exposed to the campaign—nearly four times higher than the control group and nearly five times higher than Nielsen’s average for online advertising
Read the full case study here.