{"id":24596,"date":"2022-05-16T09:54:52","date_gmt":"2022-05-16T16:54:52","guid":{"rendered":"https:\/\/presskitchen.com\/?p=24596"},"modified":"2026-01-28T09:50:27","modified_gmt":"2026-01-28T09:50:27","slug":"with-production-by-lobo-taco-bell-asks-diners-to-swap-out-mundane-meals","status":"publish","type":"post","link":"https:\/\/demo.techsystintel.com\/press_kitchen_dev\/with-production-by-lobo-taco-bell-asks-diners-to-swap-out-mundane-meals\/","title":{"rendered":"With Animation by LOBO, Taco Bell Asks Diners to Swap Out Mundane Meals in TikTok Dance Challenge, via Marketing Dive,"},"content":{"rendered":"<p><img decoding=\"async\" class=\"aligncenter wp-image-24597\" src=\"https:\/\/demo.techsystintel.com\/press_kitchen_dev\/wp-content\/uploads\/2022\/05\/Taco_Bell_-_Taco_Swap.png\" alt=\"\" width=\"893\" height=\"422\" srcset=\"https:\/\/demo.techsystintel.com\/press_kitchen_dev\/wp-content\/uploads\/2022\/05\/Taco_Bell_-_Taco_Swap.png 770w, https:\/\/demo.techsystintel.com\/press_kitchen_dev\/wp-content\/uploads\/2022\/05\/Taco_Bell_-_Taco_Swap-300x142.png 300w, https:\/\/demo.techsystintel.com\/press_kitchen_dev\/wp-content\/uploads\/2022\/05\/Taco_Bell_-_Taco_Swap-768x363.png 768w, https:\/\/demo.techsystintel.com\/press_kitchen_dev\/wp-content\/uploads\/2022\/05\/Taco_Bell_-_Taco_Swap-350x165.png 350w, https:\/\/demo.techsystintel.com\/press_kitchen_dev\/wp-content\/uploads\/2022\/05\/Taco_Bell_-_Taco_Swap-600x284.png 600w\" sizes=\"(max-width: 893px) 100vw, 893px\" \/><\/p>\n<div class=\" large medium article-body\">\n<h3><\/h3>\n<h3>Dive Brief:<\/h3>\n<p>&nbsp;<\/p>\n<ul>\n<li>Taco Bell today (May 9) is introducing \u201cTaco Swap,\u201d a campaign that looks to encourage consumers to swap out mundane meals for free tacos, per details shared with Marketing Dive. The campaign will run in more than 25 markets around the world.<\/li>\n<li>The chain will dole out free tacos as part of the effort, which includes a dance challenge on TikTok and Instagram Reels in partnership with influencers from several countries. The initiative is part of the brand\u2019s larger \u201cI See A Taco\u201d platform, which was developed with agency Deutsch LA.<\/li>\n<li>\u201cTaco Swap\u201d builds on a previous campaign titled \u201cTacos IRL,\u201d which helped to drive the highest sales week in Taco Bell\u2019s history, and represents the chain\u2019s latest effort to be closer to youth culture.<\/li>\n<\/ul>\n<div class=\"hybrid-ad-wrapper hide-small show-large\">\n<div class=\"hybrid-ad-inner-wrapper\">\n<div class=\"hide-small show-large\">\n<div data-container-ad-unit-id=\"\/21662595662\/marketingdive\/marketingdivehybrid2-desktop\">\n<div class=\"row native-ad native-ad-studio-id\">\n<div class=\"medium-9 columns native-ad__copy-wrapper\"><\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<h3><\/h3>\n<h3>Dive Insight:<\/h3>\n<p>&nbsp;<\/p>\n<p>With \u201cTaco Swap,\u201d Taco Bell is iterating on its international \u201cI See A Taco\u201d campaign with an effort that could help it engage with Gen Z consumers by tapping into culture on their preferred platforms, namely TikTok and Instagram. The effort demonstrates how the chain \u2014 which named its\u00a0first culture agency of record\u00a0last year \u2014 tries to differentiate itself from other brand actions around culture.<\/p>\n<p>&nbsp;<\/p>\n<p>\u2033[Some] brands come in and say, \u2018Here\u2019s our point of view, and let\u2019s insert it into culture.\u2019 Our point of view from a Taco Bell standpoint is that\u2019s not the type of relationship the consumer wants to want to have with brands&#8230; What we\u2019re doing internationally is really about creating a relationship with the generation that\u2019s defining culture, and for us, that\u2019s Gen Z,\u201d Taylor Montgomery, Taco Bell\u2019s vice president of global brand, told Marketing Dive.<\/p>\n<p>&nbsp;<\/p>\n<p>To better communicate with Gen Z, Montgomery said Taco Bell focuses on three things: creating a two-way dialogue; creating a canvas for consumers to co-create with the brand; and activating where culture is being created. With that in mind, Taco Bell has created the framework for \u201cTaco Swap\u201d but is giving influencers the leeway to make it fit for their followings.<\/p>\n<p>&nbsp;<\/p>\n<p>\u201cTaco Swap\u201d also sees the brand playfully sparring with competitors, a long-running trend in QSR marketing that has returned after losing popularity early in the pandemic. The genesis of the swap concept was around what happens in the schoolyard at lunch, with kids trading familiar foods for new ones, Montgomery explained.<\/p>\n<p>&nbsp;<\/p>\n<p>\u201cWe\u2019re asking people to look at what they normally have for lunch, whether it\u2019s a sad sandwich or soggy fries or a burger, and get them to be primed that Taco Bell is going to do something really fun to get them to think about having a taco instead,\u201d Montgomery said. \u201cI\u2019d love it if some of our competitors &#8230; would join in the conversation as well.\u201d<\/p>\n<p>&nbsp;<\/p>\n<p>Taco Bell\u2019s \u201cI See A Taco\u201d platform launched last year and is expected to run for another year or two. The first iteration of the campaign saw the chain give away free tacos to mark a\u00a0phase of the moon\u00a0that resembles the shape of a taco. On National Taco Day last October, the QSR launched a server on chat platform Discord and let consumers\u00a0message a taco emoji\u00a0in exchange for a free taco.<\/p>\n<p>&nbsp;<\/p>\n<p>The \u201cTaco Swap\u201d campaign will run in more than 25 markets around the world, including in Australia, Brazil, Canada, China, India, Japan, Spain and the United Kingdom. Customers can redeem their free taco during their market\u2019s offer window, which for most markets will begin on May 9 and last for one week during lunchtime hours.<\/p>\n<\/div>\n<p>&nbsp;<\/p>\n<p>View original article <a href=\"https:\/\/www.marketingdive.com\/news\/taco-bell-mundane-meals-swap-tiktok-qsr\/623329\/\">HERE<\/a>.<\/p>\n<div class=\"reading-list recommended-reading\"><\/div>\n","protected":false},"excerpt":{"rendered":"<p>Dive Brief: &nbsp; Taco Bell today (May 9) is introducing \u201cTaco Swap,\u201d a campaign that looks to encourage consumers to swap out mundane meals for free tacos, per details shared with Marketing Dive. The campaign&#8230;<\/p>\n","protected":false},"author":2,"featured_media":24597,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[211,217,218,234,243,273,626],"tags":[],"class_list":["post-24596","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-fresh-news","category-ads","category-advertising","category-production","category-lobo","category-news","category-agencies"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.0 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>With Animation by LOBO, Taco Bell Asks Diners to Swap Out Mundane Meals in TikTok Dance Challenge, via Marketing Dive, - Press Kitchen<\/title>\n<meta name=\"description\" content=\"With \u201cTaco Swap,\u201d Taco Bell is iterating on its international \u201cI See A Taco\u201d campaign with an effort that could help it engage with Gen Z consumers by tapping 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