Taco Bell Canada is fomenting revolution in its new “Burger Backlash” campaign.
A new TV and online campaign developed by Toronto agency Grip Limited presents the Mexican-inspired QSR as an alternative to the ubiquity and blandness of so-called “Big Burger.” The revolution’s symbol is a raised arm bearing a Taco Bell tattoo and clutching a Burrito Supreme.
One of two 15-second TV spots, “Decided,” opens on a man speaking directly into the camera. As the camera does a slow zoom, he says “There comes a time in every man’s life when he has to make a choice, to break from the hamburger herd and demand a change.”
The camera angle then changes to show him placing an order at Taco Bell. “Viva la revolution” says the cashier. A second spot, “Hungry,” is also airing.
The spots drive would-be “Che Enchiladas” to a dedicated website, BurgerBacklash.ca where they are invited to swear their allegiance to the revolution and take a pledge to support the cause via Facebook or Twitter.
In addition, a Facebook-powered component developed by OSL Marketing enables users to select three of their friends to see a video that incorporates their names and profile pictures.
The video focuses on a star chamber-like meeting of “Big Burger” barons, whose suggestions for quelling the revolution include adding more bacon. “We can’t keep throwing bacon at the problem,” states the leader. The video ends with the meeting being infiltrated by one of the Taco Bell revolutionaries.
Adrianne Chow, senior marketing manager for Taco Bell in Toronto, said that the irreverence of the “Burger Backlash” campaign is something of a departure for the brand, which has typically relied on what she described as “food-centric” marketing.
“We haven’t really gone out and talked from an emotional or irreverent point of view,” she said. “Our communication does have a little bit of that tone, but most of the messaging is tied to the food.”
The campaign also marks Taco Bell’s first significant foray into the social media arena. According to Chow, social media plays a key role in ensuring that the brand is both relevant and engaging to its core target of males 18-34. “Our target is individualistic, they want to set their own path,” said Chow. “They don’t like the boring or mundane. We’re the brand that lets you be yourself.”
The campaign’s TV and online elements are being supported by in-restaurant signage developed by OSL Marketing and AMI Group, as well as pre-roll video on sites including MSN.ca and TSN.ca. A transit shelter campaign in support of a limited time offer is planned for August.
“We are trying to get as many touch-points as we can, ultimately all driving online,” said Chow. “That’s where [our audience] is, so we wanted to build a relationship where they’re at.”
With just over 200 restaurants coast-to-coast, Taco Bell bills itself as a “strong challenger brand” to Canada’s established fast food giants.
Media for the campaign was handled by Toronto-based MediaCom Canada, while public relations is being handled by Strategic Objectives.
