News

Taco Bell continues breakfast marketing barrage

May 1, 2014

Five weeks after launching breakfast for the first time, Taco Bell is ready to introduce its third round of TV ads in support of the new menu.

According to a news release, beginning today, Taco Bell will introduce "Harold & Lenny" to national audiences in three commercials titled "Morning Rave," "Slippery Slope" and "One-Handed Breakfast." The company said each spot depicts the "next generation of breakfast, as seen through the eyes of two seniors Harold and Lenny, two traditional breakfast bystanders eating the same breakfast sandwich for the last 40 years."

The campaign was produced by Deutsch LA, which has created all of Taco Bell's breakfast spots thus far. The daypart's launch marks Taco Bell's biggest marketing investment in company history, CMO Chris Brandt said in February.

"From fans to employees to a variety of third-party studies, we couldn't be more thrilled to hear from others how successful the Taco Bell Breakfast launch has been," Brandt said in a news release. "Our new TV campaign pays homage to the ways of our core millennial consumers — with fun generational color commentary — and it shows how people can break their boring breakfast routine, no matter what age they are."

The breakfast campaign launched with three commercials showcasing real people named Ronald McDonald professing their love for Taco Bell breakfast. The spots have reached more than 3 million views on Taco Bell's YouTube page. The brand next introduced "Get With The Times," which "illustrates the wakeup call that Taco Bell's Waffle Taco gave to a fan," the company said.

Brandt added that the menu and ad campaign are part of Taco Bell's strategy to double its footprint by 2022, to about 8,000 units.