The Challenge
Taco Bell is a global brand with an international campaign idea. In Thailand, Mexican food was still fairly new to consumers, so the task was to localise the campaign and the taco flavours for the Thai market.
The campaign had to explain what a taco is and fit it into local culture. The goal was for more Thai consumers to know Taco Bell and to like it.
Our Approach
Primal based the campaign on the theme “Tacos are Everywhere”, with playful visuals and partnerships with influencers to get people to take part.
The launch showed everyday objects and landmarks as optical illusions of tacos, to make people curious. This led to the #ISeeATaco contest, which asked people to post their own content about the brand and talk to each other about it.
Primal then ran targeted promotions on the food delivery platforms foodpanda and Grab, so that Thai consumers could order Taco Bell easily.
Outcomes Achieved
Reach grew by 1M and impressions grew by 2.3M. Revenue through the delivery partners grew by 43%.
- 1MIncrease in Reach
- 2.3MIncrease in Impressions
- 43%Increase in Revenue via Delivery Partners
Key Insights
- Where Mexican food was still new, the campaign first had to explain what a taco is and fit it into Thai culture.
- Optical illusions of tacos in everyday objects and landmarks made people curious, and the #ISeeATaco contest then asked them to post their own content.
- Promotions on foodpanda and Grab made Taco Bell easy to order, and revenue through the delivery partners grew by 43%.
