Consumers seeking “outside the bun” late-night choices will find it during Taco Bell’s Fourthmeal. The program launches today at participating Taco Bell restaurants nationwide and will be supported by a campaign that features television, radio, and outdoor
advertising, an interactive web site at fourthmeal.com and in-store
merchandising.
“Not so long ago, the term ‘brunch’ was coined for people who ate a
late breakfast,” says Bill Pearce, chief marketing officer of Taco Bell
Corp. “Fourthmeal finally gives the millions of Taco Bell consumers who eat
late at night their own definition. Our research shows they’re already
eating late, whether they’re extending the night with friends, or
satisfying their hunger after studying or working late.”
Aside from America’s trend-setting youth, there are a myriad of factors
shaping a Fourthmeal culture for most Americans. In fact, about 40 percent
of all employed Americans work a “non-traditional” schedule (i.e. working
late at night, long hours, weekends, etc.). According to a recent
nationwide survey conducted by Taco Bell, the majority of Americans (53
percent) say they eat later now than they did in years past because they
are busier. Among survey respondents, an incredible 44.7 percent of 18-29
year old males eat later than 7:00 p.m. every night while nearly a third of
all males ages 30-39 also eat every night after 7:00 p.m.
The Fourthmeal launch is supported by three national TV spots produced
by Foote, Cone & Belding. The campaign centers around a young, hip
“Fourthmealer” who appears in the nick of time to save people from their
late night hunger. In one spot he makes his way in and out of a busy
nightclub as other young adults socialize, dance and enjoy music. At the
height of the spot, he is seen atop the D.J. stand, holding up his bag of
Taco Bell food declaring “everyone is a Fourthmealer, some just don’t know
it yet,” calling attention to this late night eating behavior beckoning for
a name.
In the second spot viewers follow a young adult male stuck late at
work. Hungry, he opens the break room refrigerator and grabs some leftovers
marked “Karen’s” with a yellow note. Our main character appears out of
nowhere, reminding him that indeed he is not Karen and saves him from
hunger with Fourthmeal food from Taco Bell. The last spot educates
consumers about the unique tastes and textures of Fourthmeal, which
encompasses a wide variety of food, not just one combination of four
specific food items.
Those scanning the radio airwaves will hear a humorous radio campaign,
also produced by Foote, Cone & Belding, highlighting the four key tastes
and textures of Fourthmeal. Set at a wedding, crunchy, spicy, melty and
grilled become characters in a wedding band, helping the best man deliver a
touching speech.
In addition, consumers can experience Fourthmeal at Fourthmeal.com. The
innovative web site’s home page is set inside a late night street scene and
features a variety of interactive content. This content is designed to
appeal to online visitors, enticing them to stay, explore and learn about
Fourthmeal. Fourthmeal.com features a Trans4mator, a character (or avatar)
creator that creates a personalized late night alter-ego and allows friends
to chat online. Once an avatar is created, it acts as a guide through the
Fourthmeal virtual world. The site has a Combinator, which asks users for
their favorite Taco Bell food items, then formulates fun beverage
concoctions to try. For fun and games there is Ro Sham Bell, a ‘Think
Outside the Bun(R)’ version of the classic rock-paper-scissors game, where
friends can play online to help settle even the most ardent late night
dispute. Finally, there is the Theatre, which offers short videos inspired
by Fourthmeal and current advertising.
