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Taco Bell Fresh, Fast, & Friendly

Prestige Worldwide Consulting Group

12/7/2011

Problem

• Surveys show customers rate the quality of food at leading fast food restaurants as fair to poor.

• The same survey shows customers are eating out less due to concerns of the quality of food health.

• A review of corporate records shows an increase of 20% in the last three years in customers concern over the quality, safety and nutrition of food served by Yum’s leading brands.

• A content analysis of media coverage of Yum’s leading brands revealed less than 10 percent discuss the quality of food in a positive way

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Problem Statement 

Consumer confidence of quality, safety and nutrition of fast food is continuously decreasing.

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ObjectivesObjective #1• To increase consumer knowledge of the quality, safety,

and nutrition of Taco Bell within six months of the start of the campaign.

Objective #2• To increase consumer trust in the quality, safety, and

nutrition of Taco Bell within six months of the start of the campaign.

Objective #3• To increase from 10% to 50% the number of positive

food stories in media about Taco Bell.

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Key Message

“Fresh, Fast, and Friendly”

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Target Publics

•Moms•Consumers•Media

Strategy #1

Tactics• nationwide tour stopping at specific target

markets• Block-O-Bell parties at Taco Bell locations • official team for Block-O-Bell Tour• create promotional tools such as incentives

for events in each community • promote events via Facebook and Twitter

Hold events to promote healthy food options available from Taco Bell.

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Strategy #2

Tactics• set up Twitter account and Facebook

page• make the sites interactive• post information and pictures of the

farms that supply Taco Bell’s meat and other ingredients

Use social media to communicate the quality of products and nutritional facts associated with Taco Bell.

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Strategy #3

Tactics• Tacos with Tina campaign• Get Fit Day• Tina Fey as Spokesperson • national and regional chapters• Tina features a blog on motherhood and

giving her kids healthy food options

Reach out to moms across the nation to generate positive word of mouth marketing.

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Strategy #4

Tactics• From the Farm• Get Fit Day featured at elementary

schools around the country ran by the moms campaign and sponsored by Fresco Taco Bell

• Block-O-Bell Parties

Raise awareness by placing stories in the media to generate positive news coverage of the quality and nutritional options Taco Bell offers consumers.

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Evaluation of Campaign Success

Implementation• Survey people that attend Block-o-Bell parties by

giving an incentive for completing the survey. • Count the number of messages we place in the media

and keep track of positive versus negative stories. Impact• Measure sales revenue of fresco items before and

after the campaign.• Survey web audience, social networking followers

and contacts from Block-o-Bell surveys to evaluate knowledge gained and opinion changes.

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Campaign Materials• Block-O-Bell Team Job Flyer• Block-O-Bell Party Flyer• Block-O-Bell Bus Tour Route• T-Shirt• Twitter Account• Facebook Page• Tacos with Tina Flyer• Get Fit Day Flyer

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Block-O-Bell Bus Tour Route

Free T-shirts at Block-O-Bell Parties & Get Fit Days

What’s up Columbus! The #BlockOBell bus has arrived! Visit our location on N. High St for free food and fun!

The #BlockOBell bus is making its way across the country! Do you see us? Tweet a pic of the bus to get a free Fresco Taco!

Wanna hear what Tina Fey & other moms have to say about our food? Visit us on Facebook to see their blogs about their experiences! #FreshFastFriendly

•Tacos with Tina blogs•Enter Block-O-Bell Bus photos•Nutrition Facts

Questions?

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