Taco Bell, in partnership with creative agency Publicis London, is urging Britons to break free from the traditional meal deal routine and embrace a more exciting lunchtime option. The fast-food chain’s new campaign, “The Meal Deal Tacover,” introduces its £3.99 Cravings Lunch Deal as an alternative to the typical sandwich, crisps, and drink combo.
The campaign was inspired by research conducted by Publicis London, which revealed that while 77% of respondents have purchased a supermarket meal deal in their lifetime, only 18% feel very satisfied after eating it. Taco Bell aims to combat this lack of satisfaction with its new offering.
“Our new campaign is a playful, though important, way to challenge the uninspired lunchtime options that have dominated the UK for far too long,” said Chet Patel, Chief Marketing Officer at Taco Bell UK & Europe.
“With the Meal Deal Tacover, we invite everyone to elevate their lunchtime choices and embrace a flavourful, value-driven lunch.”
The creative executions, which can be found strategically placed near supermarkets and on Google Maps, feature punchy copy that takes aim at the traditional meal deal. Lines such as “No one ever said slap-up sandwich,” “A sandwich is a slice of ham away from being just bread,” and “Nothing against tuna mayo, but it’s not a meal” aim to challenge the status quo.
In contrast, Taco Bell’s Cravings Lunch Deal offers any Cravings Burrito, fries, and a drink for £3.99, providing a heartier and more satisfying alternative to the typical meal deal.
“We wanted to take a stand against the bland and bring back excitement to the British lunch break,” said Noel Bunting, Chief Creative Officer at Publicis London. “It’s time for Big Sandwich to move over, there’s a new lunchtime hero in town.”
The campaign, which spans out-of-home, social media, and digital platforms, including a Google Maps takeover, aims to inject some joy into the monotony of the meal deal while offering a tasty and affordable option for those feeling the pinch of the cost of living crisis.