Tag Archives: supper

Taco Bell calls on fans for mystery competition

21 Mar

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Does anyone else think brand promotions have become a bit stale? I don’t need another pen, loyalty cards get lost and I delete discount emails without a second thought. But, I wouldn’t turn my back on a free phone. Thanks Taco Bell.

To celebrate the restaurant chain’s move into the breakfast market next week, Taco Bell has sent fans free phones (Samsung to be precise.It gets around doesn’t it?) that include instructions for consumers to take part in missions to win prizes. In fact, the missions are so secretive there’s little information on how it works.

What I do know is that social media is a key trigger for the campaign. Upon accepting the mission – by turning the device on – they’re asked to submit their Twitter and Instagram handles and post images for the chance to win anything from a branded air freshener and pajamas to gift cards and a trip to the Pacific. But I’d be no good at this competition. My phone is always on silent – but Taco Bell’s phones were sent to fans with a note stating that it could ring at any time – so it should be kept with them at all times, even while they sleep.

Fans should be made aware that it pays to think outside of the box. Points are awarded based on each photo’s creativity, originality, whether it links with the promotion theme and the Taco Bell brand.

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This is a brilliant campaign because it transforms fans into ambassadors, driving them to promote the breakfast offering in a fresh way, generating content while reaching millions of potential customers. It’s so good it should be its PR mission statement.

The phones went live yesterday so the fun has only just begun. We’re bound to see lots of photos stamped with the #breakfastphone hashtag over the next week when the breakfast offer launches next Thursday in the US.

What do you think? Is Taco Bell too
hungry to make its morning menu work?

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Birds Eye turns dinner time into a fairy tale

7 Sep

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I’m the sort of person that takes zero pride in my crockery, but that doesn’t mean I can’t see the value in Birds Eye’s latest PR campaign – which sees children’s stories written on plates.

The brand has teamed up with author Roger McGough to write seven new stories, which’ll be printed onto 250,000 plates with Birds Eye’s mascot Clarence the Polar Bear, to make family dinners more enjoyable.

Now I might not be the right age for this campaign, but it’s definitely fun, educational and credible which ticks the right boxes for parents. And it drives brand loyalty by encouraging people to collect the story book set.

Now plates are useful and go hand-in-hand with the product, but to stand tall as a campaign with legs I’d like to see Birds Eye think ‘books’. Linking with World Book Day or the National Literacy Trust, in an education tie-up, would make this more than a just a regular PR idea. With the School Food Plan seeking ways to ensure that healthy and wholesome school meals promote children’s health, happiness and performance, Birds Eye could also leverage the campaign in foodservice. Eat a nutritious, balanced meal to aid concentration for reading. Simple.

In addition to this, if Birds Eye continued to work with authors to inspire its story collection, it could form part of a corporate pledge to help children improve their reading ability across the country.

It’s not a criticism, just an idea that could grow. Stories are nice to have on plates, and on this occasion drive sales, but the brand should also be thinking how it can extend the chapter.

But, it’s always nice to know that one of my favourite agencies is still causing PR and marketing mischief in the industry.

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