Taco Bell Hotel
The Problem
In America, food is more than fuel, it’s an experience. This cultural shift embodies what Taco Bell is all about, an explorer brand that inspires people to break the pattern of predictability. Taco Bell is the largest quick service Mexican restaurant in the world, but still far behind its fast food rivals. To drive growth, Taco Bell asked five agencies to pitch a $1M experiential idea that ignited brand love and millions of impressions.
The Solution
We knew that Taco Bell’s fans were a secret weapon. We pitched and won the brief with The Bell: A Taco Bell Hotel. A place where fans could be fully immersed in co-creation with the brand, and all reservations sold out in under 2 minutes.
The Bell was open in Palms Springs for a week in August 2019, and created 4.4B media impressions, 5k media stories, 2M Instagram posts, millions of new brand loving fans, and drove the biggest sales quarter in Taco Bell history.
The Work
Agency: United Entertainment Group / Edelman
Strategy, Pitch, Execution
Impossible Foods: Introducing meat from plants.
Everly: Life insurance made for living.
Plum Organics: Food is more than nutrition.
Introducing The Bell, a Taco Bell hotel.