By nickjohnson - September 4th, 2013
Taco Bell have just won Ad Age’s “Marketer of the Year” award, having launched a new tagline, invested $280m in measured media and seen 8% growth (largely based on the launch of the new Doritos-based taco menu). They’ll be advertising at the Superbowl this year, and have begun to experiment with social media, using Pheed, Vine and Snapchat as opposed to relying on Twitter and Facebook.
There’s more on their success at Ad Age, but we wanted to highlight one of their better marketing campaigns this year - “Eat Your Words”. In response to a series of Canadian complaints about the lack of availability of Doritos Locos Tacos, Toronto agency Grip Unlimited printed said complaints on tacos and offered them to the plaintiffs.
It’s a simple campaign, packaged up as a video (one could have added much more), but it shows a confidence with social media engagement, it shows a clear ability to track brand sentiment, and at the most optimistic, one could see this as consumer feedback over social networks influencing future strategic decisions - customer-centricity writ large.