taco bell • integrated campaign

we started a
breakfast war

Not your
typical breakfast
sandwich

Not your
typical
breakfast
sandwich

For as long as fast food brands have served breakfast, one name has been king, McDonald’s. Sure, others have tried to truly compete, but they always lag behind with their English muffins and other breakfast sandwiches. So when Taco Bell decided to enter the breakfast market, our goal was simple: disrupt the breakfast institution by challenging the monarchy.

And so began the breakfast war, two years of Taco Bell antagonizing fast food’s biggest name.

Ronald McDonald

Goes Rogue

for Taco Bell.

- Noah Rayman, Time

Ronald McDonald Goes Rogue

for Taco Bell.

- Noah Rayman, Time

poke the
clown

poke the
clown

we got the
clown's
attention

we got the
clown's attention

Once We Knew He

Was Listening, We

Decided to Take it

Up a Notch.

Once We Knew He Was Listening,

We Decided to Take it Up a Notch.

defect from
the clown

Propaganda from
the Old Guard

defect from
the clown

Propoganda From
The Old Guard

the
revolution
was televised

Good Alone,
but Better
Together

the
revolution
was televised

Good Alone,
but Better
Together

Defeat Tastes
Like a Free
Circle Sandwich

Results

  • 6B+

    The combined media
    impressions for the two-year
    Taco Bell breakfast campaign.
  • This two-year campaign
    won 10+ awards,
    including six Cannes Lions.
  • 24 hr

    The amount of hours each day
    that our competition decided
    they had to serve breakfast
    just to keep up.

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