Marketing

Taco Bell takes aim at competitors' celebrity 'faves' promos

Photo: Provided.

February 2, 2021

Calling celebrity favorite-related promotions like those in recent months at McDonald's, "eating someone else's favorites," Taco Bell is spinning off its own promotion prompting customers to "just Eat Like You."

According to a news release, the QSR is pushing $5 Build Your Own Cravings boxes, containing all the favorites each individual customer wants in one meal. The promotion is available exclusively on the brand's app and only to members of the limited time Taco Bell Rewards Beta program, running from now through Feb. 11. The special allows each customer to draw up their own selections in a box. The brand said that means that simply one click gives customers access to 18 different box variations Taco Bell's mobile and website, including:

• Specialties: A signature item like the Chalupa Supreme, Cheesy Gordita Crunch or Crunchwrap.
• Starters: A Crunchy Taco, Soft Taco, Beefy 5-Layer Burrito or Bean and Cheese Burrito.
• Sides: Either Chips & Nacho Cheese Sauce or Cinnamon Twists.
• Drinks: A choice of a medium fountain drink.

"As we see it, there aren't a lot of choices out there when it comes to value, forcing customers to play by others' rules. But when your fans have different favorites on the menu, why not celebrate that?" Nikki Lawson, Taco Bell chief global brand officer, said in the release. "The Taco Bell I'm proud to lead does it differently — we put fans in the driver's seat and allow them to eat how they want to eat, not how someone, irrespective of how famous they may be, tells them to."

But this is not to say that celebrities won't be involved in this push. The digital and social campaign includes some of Taco Bell's most influential fans including actor Noah Centineo, TikTok influencer Nava Rose, K-Pop star CL, iconic drag queen Onyx Black, and BMXer Brad Simms, among others. But in this case, the celebrities won't be sharing their own orders, but rather reminding consumers to never settle for someone else's taste buds.

The brand is asking customers to share their box combinations on social platforms, such as TikTok, with a never-before-seen filter and hashtag challenge. Customers can also take on the role of a lifetime as they act alongside Noah Centineo in a passionate TikTok duet.
Taco Bell is based in Irvine, California and has about 6,000 stores systemwide.