Industry News | May 1, 2014

Taco Bell Introduces Third Round of Breakfast Ads

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Following the launch of Taco Bell Breakfast, the brand is at it again, reminding America that the next generation of breakfast is here and here to stay.

Exactly five weeks after the launch of Taco Bell Breakfast, the brand is reinforcing its commitment to the morning daypart with a third round of television creative supporting the menu. Beginning May 1, Taco Bell will introduce “Harold & Lenny” to national audiences in three commercials, titled “Morning Rave,” “Slippery Slope,” and “One-Handed Breakfast.” Each spot depicts the next generation of breakfast, as seen through the eyes of two seniors, Harold and Lenny, two traditional breakfast bystanders eating the same breakfast sandwich for the last 40 years. The new television creative was produced by Deutsch LA, who has created all Taco Bell Breakfast spots.

“From fans to employees to a variety of third party studies, we couldn’t be more thrilled to hear from others how successful the Taco Bell Breakfast launch has been,” says Chris Brandt, chief marketing officer for Taco Bell. “Our new TV campaign pays homage to the ways of our core millennial consumers—with fun generational color commentary—and it shows how people can break their boring breakfast routine, no matter what age they are.”

Taco Bell Breakfast has been the biggest launch in the company’s 52-year history, and largest marketing campaign ever. The campaign launched with three successful commercials showcasing real people named Ronald McDonald who profess their love for Taco Bell Breakfast; those spots have reached more than three million views on Taco Bell’s YouTube page. The brand next introduced “Get With The Times” which illustrates the wakeup call that Taco Bell’s Waffle Taco gave to a fan.

“This menu and ad campaign for Taco Bell Breakfast are part of our bold goal to double the business by 2022, and just as importantly, part of our promise to help customers ‘Live Más,’” Brandt says.

Taco Bell Breakfast’s campaign is supported with television, radio, and digital advertising led by Deutsch L.A., in-store POP, and packaging by FCBLA, as well as social and public relations support from DigitasLBi and Taylor respectively.

News and information presented in this release has not been corroborated by QSR, Food News Media, or Journalistic, Inc.