When Taco Bell launched its breakfast menu on March 27th, the company also released an ad that playfully challenged McDonald’s, featuring testimonials from real people named Ronald McDonald endorsing the new Taco Bell menu.
In yet another ad for the company created by Deutsch, Taco Bell again challenges the fast food breakfast supremacy of McDonald’s, encouraging breakfast lovers to “get with the times.”
“We knew from an advertising standpoint that we needed to be disruptive,” said Taco Bell’s chief marketing officer, Chris Brandt. Addressing the company’s strategy of targeting McDonald’s, Brandt said, “It’s sort of been our strategy all along. We want people to know that the next generation of breakfast is here.
Although the ad is playful and lighthearted, Brandt says that the company’s overall strategy to distance Taco Bell’s menu from the “sea of sameness” of other competitors.
According to Brandt, the company has been extremely pleased with the national response to the new menu, and consumers should definitely look forward to more breakfast offerings in the coming months. Brandt also said that the company's newest version of the Doritos Locos Taco is expected to be available in early May.
Karen Lo is an associate editor at The Daily Meal. Follow her on Twitter @appleplexy.