Taco Bell: The Great Debate

From Chipotle to McDonald's every QSR brand was entering the chicken sandwich wars. To drop the Crispy Chicken Sandwich. Taco we realized it was no longer enough to enter the chicken conversation, we had to disrupt it.

The debate around what is and isn’t a sandwich had already taken the internet by storm. So we doubled down on that debate by leveraging a massive nationwide media moment. To make our campaign gets as much earned (and hijacked) media attention as possible, we launched on the first weekend in college football, around the biggest game of the week – Georgia vs. Clemson. Pitting the real debate teams from those two football schools, flipping the script and giving them,  and this debate, the spotlight they deserved.

We launched with a film during first quarter, teeing up the debate itself.