Article
Taco Bell debuts 'Drive-Thru Diet' campaign
New marketing plan features spokesperson who lost weight eating the salsa-substituting diet.
December 28, 2009
Taco Bell, which does approximately 70 percent of its business via the drive-thru, is set to introduce better choices for America with its new Drive-Thru Diet Menu, featuring seven "Fresco-style" menu offerings with nine grams or less of fat.
Available at participating Taco Bell locations nationwide, the Drive-Thru Diet Menu features seven Taco Bell favorites freshly prepared with Fiesta Salsa—a mix of diced tomatoes, white onions and cilantro—to replaces cheese and sauce. The company says the five-calories-per-serving Fiesta Salsa allows consumers to reduce fat and calories without sacrificing flavor. The Drive-Thru Diet Menu includes:
- Fresco Crunchy Taco – 7 grams of fat – 150 calories
- Fresco BURRITO SUPREME – Chicken – 8 grams of fat – 340 calories
- Fresco BURRITO SUPREME – Steak – 8 grams of fat – 330 calories
- Fresco Bean Burrito – 8 grams of fat – 340 calories
- Fresco Soft Taco – 7 grams of fat – 180 calories
- Fresco Grilled Steak Soft Taco – 4.5 grams of fat – 160 calories
- Fresco Ranchero Chicken Soft Taco – 4 grams of fat – 170 calories
Current and new customers will hear about Taco Bell's Drive-Thru Diet Menu and delicious Fresco-style foods through a robust and integrated campaign that will roll out during the first quarter of 2010. The campaign includes advertising, in-store promotions, Web sites and social media activity, as well as public relations and integration with Taco Bell's existing NBA marketing partnership.
Additionally, Taco Bell has teamed up with nutritionists to offer sound nutrition advice for people looking to make better choices at QSRs.
Taco Bell's Drive-Thru Diet Menu campaign also will feature Christine Dougherty, a real-life Taco Bell customer who serves as an example of how to make better choices when ordering at a drive-thru and will become the face of the seven Fresco-style menu items. During a two-year period, Dougherty claims to have achieved exceptional results by consuming only 1250 calories per day—a 500 calorie/day reduction for her—and replacing her regular QSR meals with Taco Bell's Fresco menu offerings. Christine will bring alive her story, and the new choices available for QSR customers, online and through Taco Bell advertising, and be featured in stores through signage and promotions about the Drive-Thru Diet Menu.
Dougherty also will be featured in Taco Bell's first-ever infomercial, a long-form piece that will detail her story as well as some helpful tips done by NBA dietician Ruth Carey. The advertising and all in-store signage was handled through Draftfcb, Orange County. Digital was handled through a partnership of Draftfcb, Orange County and R/GA, San Francisco. For more information about the Drive-Thru Diet Menu, visitwww.DriveThruDiet.com.
*Photo by LShave on Flickr.
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