Taco Bell launched a new, integrated marketing campaign aimed at summer customers looking to pinch a few pennies.
The new campaign, titled “Spend Less Summer,” features TV advertisements starring comedian Aasif Mandvi of Comedy Central’s “The Daily Show” as Mr. Responsibility, a value-minded character who deals responsibly with life’s many challenges.
David Ovens, chief marketing officer for Taco Bell, said in an e-mail to QSR that Taco Bell is aiming the new campaign at the 21–29 demographic, who he said is a “resourceful, on-the-go” customer base “looking to stretch their hard-earned dollar.”
“The idea behind the ‘Spend Less Summer’ is that to the Millennial mindset, summer is a time to be with friends, unwind, and be carefree,” Ovens said. “Many are out of school or getting ready to enter the workforce.
“We're taking a light-hearted look at the next stage of their lives, and showing how on the brink of responsibility, they can spend less at Taco Bell and get more. Likewise, if you’re in your 30’s, you still relate to the fun and carefree time of summer and when you were younger.”
Ovens said Taco Bell focused the campaign on a humorous character to better connect the brand to its core consumer base.
“Our brand is youthful, fun, and tongue-in-cheek, and our advertising should reflect that same trait,” he said.
Along with the advertisements, the new campaign will feature a social media component through which three up-and-coming filmmakers will produce additional humorous videos.
“They’ll be challenged with providing Taco Bell fans ways to save money by creating short comedy videos, which will be promoted through Taco Bell’s social media channels, including our Facebook page, Twitter feed, and YouTube channel,” Ovens said.
The social media component will roll out in July.
Ovens said summer is one of the most critical seasons for Taco Bell, lending the new marketing campaign an increased significance.
“Summer is the most important season for the quick-service-restaurant category and posts the highest volumes of traffic as consumers are out of school, on vacation, and in general, out and about during long summer hours,” he said. “We are focused on capturing our share of this opportunity with the ‘Spend Less Summer’ campaign.”
By Sam Oches