Taco Bell was having a hard time breaking through with its breakfast. So we went super honest with the help of Pete Davidson.

TV (Breakfast)

We admitted to fans that Taco Bell had gone too far with some of its past breakfast foods. Then we hired someone who's gone too far in their own life to apologize for Taco Bell: Pete Davidson.

Social (Breakfast)

But we wanted to talk to Gen Z, and they don’t watch TV. So we made some social videos. First, a play on a TikTok notes trend. And then a couple others that let Pete be Pete.

It worked! Pete said he was drawn to the work for its honesty, and the headlines were drawn to Pete. For the first time in a few years, Taco Bell broke through and made some noise with its breakfast.

And then it really worked! David Gibbs, CEO of Taco Bell’s parent company Yum Brands, credited our breakfast campaign in a quarterly earnings call for the company exceeding quarterly earnings expectations.