Taco Bell is re-entering the Super Bowl advertising arena after a three-year hiatus with a unique campaign centered around their fans instead of celebrities. The fast-food chain is installing camera stations at select drive-thru locations, called Live Más Drive-Thru Cams, which offer a special opportunity for Taco Bell Rewards members. Members who stop by these camera stations can take a set of six photos by scanning a QR code at the end of the drive-thru lane. Taco Bell will then email two digital photo strips, each containing three photos, to the email address registered with the rewards program. This campaign aims to capture and celebrate everyday moments that represent the essence of Taco Bell’s identity. By including fans in their Super Bowl ad, Taco Bell is diverging from the recent trend of featuring celebrities in big game commercials, allowing the chain to focus on its community and loyal customers. Taco Bell’s previous Super Bowl ad in 2022, featuring pop singer and rapper Doja Cat, is an example of their past celebrity-focused strategies, which they are stepping away from with this new initiative.
The brand’s Chief Marketing Officer, Taylor Montgomery, emphasized the importance of showcasing these unique fan moments, which are pivotal to Taco Bell’s character. The Live Más Drive-Thru Cams will commence their tour in Los Angeles and then move on to other cities, including Middleburg Heights, Ohio; Cookeville, Tennessee; Houston, Texas; and Wauchula, Florida, operating from 2 p.m. to 10 p.m. at each location. This shift in focus from celebrities to fans is intended to create a more genuine and relatable image of the brand, highlighting the everyday experiences that make Taco Bell a beloved staple for many. By placing fans at the center of their Super Bowl campaign, Taco Bell aims to foster a stronger connection with its customer base, showcasing real people and real moments that resonate on a personal level. This strategy not only enhances the brand’s image but also encourages increased engagement and loyalty among its customers. It is a bold move that many marketers will be watching closely to see if it pays off in terms of brand affinity and customer retention.
Taco Bell’s Super Bowl commercial, set to air during the third quarter on February 9, is being created by Biite, the same company that teamed up with Taco Bell for the Live Más Live event in Las Vegas. This event showcased new products and partnerships in a tech keynote-inspired setting and supported Taco Bell’s broader integrated campaign for Super Bowl LIX. Collaborators for this campaign include Edelman, Spark Foundry, The Syndicate, Deeplocal, and Cycle/Laundry Service. By partnering with multiple agencies and using an integrated approach, Taco Bell aims to deliver a multifaceted and memorable experience to its audience.
Involving fans drives store traffic and sign-ups for the rewards program while positioning the brand as one that values and celebrates its customers. The trend here is moving away from high-profile celebrity endorsements to emphasizing the authentic, everyday experiences of Taco Bell’s fan community. This approach strengthens customer loyalty and enhances the brand’s identity through genuine interactions. The upcoming Super Bowl ad will epitomize these efforts, promising an engaging and fresh experience for both viewers and loyal customers.
