Taco Bell embraced both the 2022 FIFA Men’s World Cup and Latin culture in new US campaign that targeted the Latin community called ‘Donde We All Play’ fronted by professional soccer star Ashley Sanchez, Mexican-Japanese-American model Genai Nakama and Paisa Boys streetwear.
The campaign – which was created by Taco Bell’s culture agency of record Cashmere Agency (with additional input from Media.Monks, Easy Mondays, 48 Windows, Syndicate and Taco Bell’s brand content team) and with media handled by Spark Foundry – spanned multiple platforms and channels and ran up until the 18 December FIFA World Cup Final.
The Yum Brands owned fast food outfit’s initiative leveraged the world’s most-watched sporting event with creative and messaging blending passion for both food and football to reach out to a diverse Latino audience (including the LGBTQ+ community) and to embrace emerging youth culture.
‘Donde We All Play’ was built on a brand message that Taco Bell is a place for people to come together and be themselves while they eat, play and hang out.
The ambush style campaign was spearheaded by an ad appearing on US television – including on Fox Sports, Telemundo and connected TV channels such as Peacock – and across its own digital and social platforms which also debuted a new track titled ‘Siéntelo’ from Mexico’s first openly queer rapper Niña Dioz.
The spot, which dropped on 24 November as the USA began its title at Qatar 2022, saw a Taco Bell parking lot turn into a football pitch after a few soccer supporters set out to prove that you don’t need expensive equipment or even a ball to play fútbol.
“As a Mexican-inspired brand, we wanted to authentically celebrate the culture that’s inspired Taco Bell since day one and engage with the multicultural consumer that’s now inspiring us today,” explained Taco Bell Chief Brand Officer Sean Tresvant.
Comment
The campaign, which arguably ambushes competitor and official USMNT partner Chipotle’s ‘Real Food/Real Athletes‘ World Cup activation, rolls out as Taco Bell continues to grow in the USA (it delivered a 7% rise in US same-store sales during the third quarter of 2022) and seeks to replicate this international through opportunities such as soccer (the world’s most followed sports).
This football-focused marketing burst continues the fast food chain’s focus on connecting with young people and the LGBT community as part of its wider strategy of broadening its approach to diversity and inclusion. It follows on from other recent Taco Bell initiatives in 2022 such as the brand’s drag show on a tour of premium-positioned Cantina locations around the USA and its Gen-Z targeted TikTok dance challenge, as well as its recent partnership with Pete Davidson.
Leave a comment
You must be logged in to post a comment.