How we gave Taco Bell Australia their biggest week of transaction growth in two years.
Channeling Pavlov to get Aussies salivating over tacos.
Our first brief after winning the Taco Bell Australia account was a god one - get Aussies choosing Taco Bell tacos on International Taco Day (a real thing btw). But how do you get Aussies thinking about a lesser known QSR with a far more modest budget than their bigger competitors? By channeling the father of classical conditioning, Ivan Pavlov.
Rather than rolling out a traditional campaign , we adopted an ‘everything can be media’ mindset, and found an untapped media moment with mass public reach, enough frequency to embed and trigger behaviour, and surprising relevance to the brand.
Impact