Taco Bell readies UK launch campaign

Taco Bell will back its UK relaunch with an “aggressive” marketing push to educate consumers about its value proposition as the fast food chain looks to tap into a growing appetite for Mexican food.

The chain, which is owned by KFC and Pizza Hut parent company Yum Brands, will open its first UK outlet at Lakeside Shopping Centre, Essex, next week. It will be the brand’s first UK launch since 1986.

The brand has appointed DraftFCB London to create a major below-the-line push for the restaurant’s meals and deals.

Rupali Saggar, international marketing associate for Taco Bell, says: “There is now a greater awareness of Mexican food in the UK and we believe that we can be successful with improved menu offerings and marketing. For our launch, we are going all-out to ensure we build brand equity from the start.”

Taco Bell will use the major hoarding sign in Lakeside, which will be backed by experiential, in-store, outdoor and social media activity.

The chain will retain its “Think Outside the Bun” global tagline and will highlight the fact its products start at 79p. Similar marketing will be used for new locations, as the brand looks to open up more branches across the UK.

Sarah Cakebread, consultant at advisory body Food Matters, says the approach could work for the brand. “It’s typical Yum Brands to highlight price and good looking food in their marketing. Placed strategically, the brand will be on to a winner with this concept.”

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