Breakfast wars

US – In a preview of this week’s Innovate, we look at Taco Bell’s Breakfast Defectors campaign.

• Taco Bell has declared a war on the breakfast competition, inviting consumers to defect from conformity and opt for difference
• It is an excellent example of Brandalism, using a competitor’s visual cues to promote a brand’s own product

In a bid to distinguish itself in the fast food breakfast category, Taco Bell recruited Deutsch Los Angeles to create a Faction Marketing campaign around the concept of sameness. The agency created propaganda, an online competition and a short film depicting a dystopian world in which ‘happiness is eating the same breakfast’.

The Big Picture: Brands need to take a risk and openly provoke competition, while creating engaging content that thinks of fans first. For more, read our Innovate.