Taco Bell recruits Ronald McDonald to promote new breakfast

March 27, 2014

Taco Bell's new breakfast menu officially launches today at the brand's more than 5,500 restaurants nationwide. The company has called its breakfast the biggest launch in its 52-year history with 13 new items.

"Breakfast is the fastest growing daypart in QSR, and until now, consumers have been stuck with the same, old breakfast sandwich choices everywhere they turn," Brian Niccol, president, Taco Bell Corp., said in a news release. "We intend to break the boring breakfast routine by making mornings fun again. By reinventing the traditional tastes of breakfast in a way that only Taco Bell can, we'll give America a fresh new perspective on classic breakfast tastes, with the value we're famous for. And we'll support it with a marketing campaign that challenges the status quo."

The menu includes:

  • Bacon or Sausage A.M. Crunchwrap, suggested price $2.49
  • Bacon or Sausage Waffle Taco, suggested price: $1.99
  • Bacon or Sausage Breakfast Burrito, suggested price: $1.69
  • Bacon or Sausage A.M. Grilled Taco, suggested price: $1
  • Steak & Egg Burrito, suggested price: $2.49
  • Sausage Flatbread Melt, suggested price: $1
  • Cinnabon Delights, suggested price for 2: $1; 4: $1.49; 12-pack: $4.49
  • Hash Brown, suggested price: $1
  • Tropicana 100 percent orange juice, suggested price $1.99
  • Premium Rainforest Alliance certified hot coffee, suggested price: $1.49

Ronald McDonald's marketing support

Taco Bell's most extensive menu launch is supported by the company's largest marketing campaign ever. The brand's new television creative was produced by Deutsch LA, who hired and is showcasing real people named Ronald McDonald to "profess their love of Taco Bell Breakfast," the release said.

Multiple TV spots debut today. Check out one of the spots:

Additionally, Taco Bell will continue to engage its fan base across social media channels using #WakeUpLiveMas.

Taco Bell Breakfast's launch campaign is supported with television, radio and digital advertising led by Deutsch L.A., in-store POP and packaging by FCBLA, as well as social and public relations support from DigitasLBi and Taylor, respectively.

Topics: Food & Beverage , Marketing / Branding / Promotion , Online / Mobile / Social

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