Taco Bell is back with a witty campaign, leaning into "tiltvertising" tactics to spread the word on how to eat its tacos.
Made together with Deutsch LA, the new campaign is an out -of-home (OOH) effort showcasing cheeky yet thought-provoking copy that helps people learn the art of properly eating a taco.
And it's a lot simpler than you would think.
Billboards launched across London, Liverpool, Glasgow, Southampton, and more key areas showcase text laid out at a 45-degree angle.
"If you tilt your head to read this, you already know how to eat a taco," it writes.
Simple yet effective, Taco Bell's brand marketing strategy is more than just advertising the brand's world-famous tacos.
It is also a great way to build brand recall, reminding audiences of Taco Bell whenever they tilt their heads.
Tapping Into the Tilt
The latest efforts from the brand and agency harp on the universal experience of tilting your head when you're about to take a bite of your taco.
The "Taco Tilt," as Deutsch calls it, is a move that can only guarantee the perfect bite.
“We set out to create an unignorable campaign that was based on a simple yet ‘moving’ insight. By encouraging curious viewers to engage in the iconic taco tilt, we’re able to bring them into the Taco Bell experience in a playful way,” shared Taco Bell International CMO Amy Ellis Durini.
Deutsch Co-CCO Matt Ian reinforced this sentiment, saying taco spillage is relevant around the world "because so is gravity."
Ian added that the agency wanted to tap into the universal truth about eating tacos: "You’ve got to tilt your head, not the taco."
Taco Bell has recently been busy with its marketing initiatives. Previously, the Mexican chain brought back fan-favorites through its Decades menu.
