Ahead of opening its latest UK restaurant in Cardiff, we were briefed to raise awareness of both that location and the brand’s growing presence across Great Britain.
We discovered that when you love Taco Bell, you really love it. Its fans are superfans. Its regulars are devotees. We guess there must be something in the salsa.
THE STIR WAY:
By engaging the brand’s superfan base and treating the Cardiff opening as a much-anticipated event with ‘if you know you know’ insider appeal, we would drive footfall to the restaurant and increase broader brand awareness.
THE HEADLINE RESULTS:
We leaked news of the opening to the brand’s superfan advocates first, giving them exclusive early access. What followed was hype that bordered on hysterical; 27 PIECES OF NEWS COVERAGE, countless online mentions and most importantly a buzzy FIVE-HOUR QUEUE ON LAUNCH DAY.