Taco Bell owns the late-night cravings scene, making it the go-to “fourthmeal” destination. However, Taco Bell was missing out on potential sales during busy daytime hours when people ordered from other restaurants for lunch.
GOALS
✓ Increase daytime ordering
✓ Shift consumer perception of Taco Bell beyond late-night meals
IDEA
The “Break Lunch” campaign used a multi-channel approach to refresh midday dining by introducing Taco Bell’s new Chicken Cantina Menu delivered by DoorDash, with promo codes and limited-edition collectible lunchboxes to drive excitement and sales.
Activated Channels
✓ CRM
✓ Influencer
✓ Paid Digital
✓ Paid Social
✓ In-App Block Party
✓ Organic Social
✓ Lunchbox Sweepstakes
Outcomes
108%
GMV increase
84.4M
impressions generated across all campaign channels
