CHALLENGE

With low consideration and small share of voice, ​Brits had no reason to go to Taco Bell at lunchtime. ​We were tasked with creating a conversation around Taco Bell’s new Cravings Meal Deal.

HOLY INSIGHT

Brits are self-proclaimed creatures of habit: 80% say so.

40% of us want lunch to be tastier, 40% want it to be less costly and 33% more flavoursome. Why the f*ck do we keep eating the same stuff every lunch break?

Our creative focused on disrupting the meal deal culture and put an end to us Brits being quite so British about our lunch.

SM-ALL POWERFUL IDEA

Appealing to Brits’ desire for better value meal deals we launched a campaign highlighting the current injustice of workers’ lunches and spurred them on to get behind the Meal Deal Reform Act – new legislation to make supermarket meal deals more substantial, more delicious and MORE of a deal!

To promote our cause we wrote an open letter to the lunch eaters of Britain.

Armed with an open letter to Government we executed a WTF picture moment outside 10 Downing Street and Houses of Parliament to raise awareness of our petition, all of which was underpinned with compelling research revealing the extent of the boring meal deal combos and costs to us brits.

To help further fan the flames of the ‘big sandwich’ swizz, Taco Bell’s social team called out the injustice of some of the meal deals with a very simple message: NOT A MEAL!