Work

Taco Bell – Euros

THE OBJECTIVE

Get the nation talking about Taco Bell ahead of the Euro 2020 Final.

In what was the biggest sporting moment in recent English history, we were challenged to get Taco Bell in the hearts and hands of football fans across the UK, despite our client having no historic association with or link to the sport.

THE INSIGHT

There’s probably only one thing Brits love more than football, and that’s free food!

OUR JOB

Create a national news story to announce the giveaway of free tacos the day after the final to grab the attention of media and consumers alike.

STIRRING EMOTION

Togetherness with the nation – their win would be our client’s win too.

THE STIR WAY

Winning on winning with free Taco Bell nationwide.

If England were to win the Euros final, not only would Taco Bell give away free tacos, drive press coverage and conversation we unveiled a proposed restaurant name change in homage to the team’s youngest player. The Wembley restaurant’s potential new name? Taco Bell-ingham of course!

Impact and implications

Output

59

Pieces of coverage secured across 7 national titles, 50 regionals and 2 consumer & trade titles.

Outtake

592M

Online media readership, 253 website links, 100% brand image inclusion and 98% included a spokesperson quote.

Outcome

8,700

Free tacos were handed out to customers throughout the duration of the campaign. On average, 138 free tacos per store.

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Miele

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