Taco Bell unveils ‘Naked But Tasteful’ campaign for Naked Chicken Taco via 72andSunny
For the launch of Taco Bell’s latest masterpiece, the Naked Chicken Taco, 72andSunny has created an integrated campaign across radio, OOH, social and in-store.
The ‘Naked But Tasteful’ campaign uses nude Renaissance artworks with their nakedness tastefully covered by Naked Chicken Tacos; where the chicken’s on the outside and the fillings are on the inside.
Says Andy Flemming, creative director and Oberleutnant WordyMcWordspurt at 72andSunny: “I miss proper posters. Posters used to be simple, memorable and fun. Now they’re corporate and bland. Taco Bell just get the work, and that’s a rare and precious thing. People actually having a laugh in a meeting, who would have thought it? In a sea of sameness, they’re a golden, gleaming taco shell. In this case, one made of chicken.”
Says Andrew Howie, chief marketing officer for Taco Bell: “This is the type of campaign we love at Taco Bell. A little rebellious, a little witty and just fun all around. 72andSunny have been great partners in our ongoing journey to lift the quality of the Taco Bell creative work and this is just one example of how our food should show up in culture, in this case, riffing off Classical Art Memes. Gold.”
The campaign runs from Oct 24 – Dec 18, 2022.
Client: Taco Bell
Creative Agency: 72andSunny ANZ
Retouching: Dave Mercer
Editor: Josh Searle
18 Comments
Nothing makes me hungrier than seeing a lousy looking taco on a naked body
Are they decent posters? In Australia? This is wrong. They should have a gigantic price point and have an awful headline.
Congrats.
Feels like a student campaign
so much fun. Love it!
Compare this to any of the top 5 fast food chains and this is by far the most memorable.
Simple, memorable and fun – fair strategy as they know they won’t win on feed appeal alone against the competition. Solid work Andy and team.
Well done team 72. These are great.
Fun work for fast food in this country – a place where for some reason it often gets so worthy. Nice one.
Tastefully done Mr Flemming!!
Love ’em.
Why not make it ‘Naked but tasteful chicken taco’?
¿por qué no ambos?
Good on you Mcwordspirt
Saw some of the socials on my Facebook feed. Genuinely amusing for a change.
For the naked fish taco campaign
Straight from their Annual Report: “The focus for our emerging Taco Bell brand has been on establishing its taste and value credentials”.
How on earth does this do either? Low brand awareness for Taco Bell, even lower awareness of products (e.g. name 3 items available at Taco Bell… most people will stop at Taco).
It’s fairly simple – is your product as good as Guzman or competitors? If not, focus on something entirely different – fun, irreverence, price, gravitas of a US brand etc.
You might wanna get straight where Taco Bell compete in this market and who their customer is. They are definitely more in the indulgent, cheaper KFC/Hungry Jacks/Macca’s corner vs the healthier, but more expensive, Mexican chains like GyG and Mad Mex who’s customer is probably more similar to the likes of Grill’d.
You might also wanna think about how a novel product and creative approach can help them break through in an extremely crowded, competitive fast-food market (Macca’s probably spend over $100M in media, and I’d say KFC and Hungry Jacks are spending somewhere between $30M – $50M). If that gets them in-store and drives trial then taste and value perceptions will follow.
It’s also likely not the total sum of their marketing activity so maybe don’t judge it as if it’s meant to do everything.
Maybe would have been good work 10 years ago.
Wow lots of haters! I actually love it.