When Taco Bell announced the launch of their new breakfast menu they made it clear that they weren’t aiming for 1st place. They accepted that McDonalds would always be #1 when it came to fast food breakfast food. That’s why they announced they were striving to be second and proud of it.
Taco Bell is certainly living up to their promise. They’ve recruited McDonald’s own Ronald McDonald, not the clown though. No, Taco Bell rounded up dozens of Americans named Ronald McDonald and had them try their new breakfast food. The slogan for the campaign, “Delicious new breakfast everyone can love, even Ronald McDonald”.
The beauty of these ads is that they aren’t making fun of or slandering McDonalds. Instead, Taco Bell is using humor to poke fun at their second class standing. The commercials were meant to be a new idea outside of the traditional good-looking beauty shots of food (which McDonalds is famous for). As CEO Mike Shelton stated,” The advertising had to have a scale that befitted the challenge of launching an entirely new day-part for Taco Bell. Something that had food and price wasn’t enough. It had to be something that caused a cultural conversation about what we eat for breakfast”. This campaign certainly does start a conversation.
I think it’s great what Taco Bell did. The commercials are simple. They highlight average Americans. They also indirectly state that those who enjoy McDonalds breakfast will also enjoy Taco Bell breakfast. By having Ronald McDonald (albeit not the traditional clown) support Taco Bell, you give creditability to the taste of Taco Bell’s breakfast. The commercials won’t be a long term campaign for sure, but they are doing a good job of announcing to everyone that Taco Bell breakfast is here.
Check out the new commercials for yourself