Taco Bell just launched a new breakfast menu, and they’re getting the word out in a BIG way! The 6th largest “quick service” restaurant in America is hoping to catch a share of the $50 billion/year breakfast market, and they’re going after the 800-pound gorilla in the marketplace…McDonald’s, which commands about 31% of the market.
The ad launching the Waffle Taco breakfast item is pure marketing genius. Here’s why it works:
Know Your Competition – Taco Bell is positioning themselves as going head-to-head with not only the largest quick service restaurant in the US, but also the originator of the quick service breakfast menu.
Promote What Your Audience Knows – Anyone who has ever seen or heard of McDonald’s knows the name of their mascot, Ronald McDonald. Yet rather than the familiar red-headed clown, viewers are treated to testimonials from real-life Ronald McDonald’s from across the country.
Speak Your Audience’s Language – McDonald’s is known for their “I’m Lovin’ It” campaigns. All of the Ronald McDonald’s “Love” the new Taco Bell breakfast items.
Implied Endorsement - The cleverness of the real-life Ronald McDonalds is the focus of this campaign. Sure, the product is mentioned, but who is focused on that? This ad is all about implied endorsements of Taco Bell’s breakfast items by the leader in the category.
Use Humor to Keep The Audience’s Attention – Let’s face it, most people have the attention span of a fruit fly, so unless your commercials keep the audience engaged and entertained…they’re gone. Not only did I watch THIS commercial (on LIVE TV, no less), I immediately went to YouTube for more. Hilarious!
All in all, this WORKS for me. What idea can you steal for use in your business? Share in the comments below.
5 Reasons This Taco Bell Ad is Pure Genius
