Marketing

Taco Bell, Lil Nas X team up on marketing campaign

Photo by istock.com

August 23, 2021

In 2017, Lil Nas X laid down roots working at an Atlanta-based Taco Bell as a team member.

Less than five years later, he ascended to rapper stardom. Now he is teaming up with his former employer with the title of "chief impact officer."

The newly-created honorary role will allow Lil Nas X to collaborate on the brand experience from the inside out, according to a press release.

In his first 60 days, Lil Nas X and Taco Bell are collaborating to offer an exclusive experience around the upcoming release of his album "Montero," launching Taco Bell's latest menu innovations, and, most importantly, tapping into his history as a Taco Bell team member to make the experience even more impactful.

"Lil Nas X knows the job, the experience and the culture Taco Bell creates for its fans — including its people," Mark King, Taco Bell CEO, said in the release. "This unique partnership will deliver on more than just marketing, allowing us to tap into the genius of Lil Nas X to inspire our team members and align with our commitment to unlocking opportunities for young people."

In his role, Lil Nas X will support the Taco Bell Foundation's mission and help announce awards to recipients of the Live Más scholarship to enable them to pursue their creative passions.

He also makes a cameo in Taco Bell's breakfast campaign. Approximately 90% of restaurants will sell the breakfast by mid-September 2021.

"Lil Nas X is one of the most important voices of this generation," Jennifer Frommer, SVP brand partnerships and commercial sync at Columbia Records, said in the release. "His expertise in understanding social media and youth culture alongside his skills in creating great music makes this partnership with Taco Bell exciting, brave and one of the most innovative campaigns I've had the pleasure of creating."