Taco Bell is singing for its supper and celebrating making messes along the way.
The QSR commissioned a 30-second track as its newest anthem, written and recorded by Timmins-based singer-songwriter Preston Pablo. It’s the soundtrack for the latest iteration of its “Messy Together” campaign, first launched last year to celebrate the beauty in being messy.
The latest spot follows on that theme, with young adults tossing food in the air and catching it, and even spilling sauce on the camera.
“Tacos aren’t your typical fast food,” says Rohit Sharma, senior marketing manager for Taco Bell Canada. “They are messy, crunchy, cheesy and spicy, which is also why they’re so delicious.”
According to Sharma, the brand saw an opportunity to lean into this narrative and showcase the core role food plays in friendships. It’s also about embracing what it means to be different, as – according to Sharma – unlike previous generations who maybe felt they had to change or hide parts of themselves to fit in, for Gen Z it is all about being who they are, unapologetically.
Partnering with musicians is a way for Taco Bell to stand out in Canada, something it already has a track record of doing stateside with the likes of rapper Doja Cat and country star Dolly Parton, but has not explored as much here.
“By spotlighting local and emerging artists in our advertising campaigns, we hope to provide these artists with a larger platform to share their voice and craft,” Sharma explains.
Taco Bell’s roster of influencers will also be taking to TikTok to showcase what “being messy together” means to them.
“Messy Together” will be in market until June 18 with ads running across TV, social, YouTube and OOH.
Dentsu Creative handled the creative work, with Wavemaker on paid media and Edelman on earned and influencer channels.
