- Taco Bell has again partnered with Pete Davidson, this time on an promoting push that reimagines the late-night comedian as a morning show host, per a news release. Deutsch LA, the brand’s creative agency of record, developed the trouble.
- The “Saturday Night Live” alum takes on the more buttoned-up moniker — and suit and tie look — of “Peter” Davidson in “Breakfast with Peter.” Debuting April 23, the spot shows Davidson broadcasting from inside a Taco Bell location as he extols the chain’s breakfast offerings.
- The creative promotes the limited-time California Breakfast Crunchwrap, which began rolling out nationwide on April 13. Doubling down on Davidson comes as Taco Bell focuses its breakfast strategy on simplicity after years of more off-the-wall concepts.
Outside of his comedy, Pete Davidson is well-known for his colourful, streetwear-friendly fashion, continuously dyed hair and generous covering of tattoos. Taco Bell is playing on that grungy image and the actor’s late-night roots with “Breakfast with Peter,” which dons Davidson in formal attire and portrays him as a morning show host who’s more toned-down, no less than throughout the breakfast window.
The concept aligns with the Yum Brands chain’s own shift to simplify its menu schemes. Taco Bell first partnered with Davidson in October on a campaign where he offered a mea culpa for the QSR previously taking things too far when it got here to fast food. As “brand apologist,” Davidson said sorry for unusual meals from past years, including the Waffle Taco and Naked Egg Taco, while promoting more familiar, comforting options just like the Breakfast Crunchwrap.
“Breakfast with Peter” picks up that thread to lift awareness for the California Breakfast Crunchwrap, Taco Bell’s tackle a West Coast staple that is offered nationwide for a limited time. Executives indicated that a more muted breakfast strategy for the “Live Más” marketer is gaining traction.
“The engagement and reactions from our fans have demonstrated that this renewed approach is resonating with our audience and we look ahead to continuing to deliver delicious and comforting breakfast foods after they spend their mornings with us,” said Taco Bell global brand chief Sean Tresvant in an announcement.
Taco Bell blew past analyst expectations within the fourth quarter, the period that included the initial campaign with Davidson. Same-store sales, a key metric of restaurant health, were up 11% year-over-year. Company leadership attributed the wins to the brand’s concentrate on value, which might be connecting as consumers grapple with inflation. Dayparts like breakfast are also more viable as people return to commuting to work.
Taco Bell’s pivot away from offbeat meal ideas contrasts with sister brand KFC. The fried-chicken chain last month resurrected the Double Down, a bacon sandwich that swaps out bread buns for 2 fried white-meat fillets.
Beyond the Taco Bell work, Davidson has develop into a highly in-demand celebrity spokesperson. Other recent brand partnerships include campaigns for H&M, Smartwater, Hellmann’s and male grooming marketer Manscaped.
Read the complete article here
