If a fast-food company wants to succeed, its managers have to consider many things and prove that their services are the best among the others or, at least, the most exclusive and interesting. One of the steps to be taken to promote the company’s services is the creation of a successful digital campaign that can turn business objectives into audience actions. Taco Bell is the chosen chain of the fast-food restaurants that has recently demonstrated one of the most unusual and unexpected campaign, “Breakfast Defectors”, regarding a governmental propaganda as one of the most effective means to explain the worthiness of its production.
The objectives of the digital campaign were as follows: to show that people of nowadays should not be tied by the routines and standards, to demonstrate that Taco Bell had something new to introduce to people of both genders, and to explain that people were always free to make their own independent choices in case they wanted to do it.
To succeed in the campaign, its creators addressed several elements that helped to send the main message and explain what was expected from the company. First, the campaign showed its main audience, ordinary people, males and females of different age, who had to live their lives under the same conditions day by day. Though nowadays many young people would like to admit that they do not follow the standards and are ready to break the rules and meet their own demands, not all of them are able to do it.
Taco Bell is here to encourage such people to be confident in personal decisions and intentions. Another important element was the choice of the light (grey for the routines and bright for the life with a new choice) and style (a propaganda against the existing government) and its evident connection to one of the most popular franchises, “The Hunger Games”. Finally, the social aspect was properly incorporated into the campaign. A man and a woman were the main characters, who were ready to take the first step and help other people to comprehend their actual rights and opportunities. In spite of some personal fears and doubts, a couple made a decision and followed their own dreams to change something in their lives and begin with a usual breakfast.
The success of “Breakfast Defectors” may be explained in several ways: the attention to light, sound, and setting that usually attract people, the involvement of many people that proves how global and influential the fast-food industry can be, and the idea of hope that encourages people and gives them enough powers to overcome the challenges. Some people may think that propaganda promotion and the idea of chaos created could cause some troubles and misunderstandings.
Still, it is wrong to deny that modern people have already deviated from a number of rules and norms and do not want to stop. In my opinion, the chosen digital campaign proves that Taco Bell has a lot to tell in regards to the existing competitions within the fast-food industry, use its best ideas to take the leading positions, and provide people with a variety of choices in food. According to Taco Bell, it is not enough to give people some food and demonstrate its high quality. It is more important to give people hope and explain how to use it, improve their lives, and become happier. This is what “Breakfast Defectors” talks about, and there is nothing left to add. The campaign is a perfect example of how the fast-food industry may be presented and recognised.