Taking advantage of the rare opportunity where a new product is launching simultaneously in Canada and the U.S., Taco Bell Canada has launched a new campaign looking to drive business both to its new products and to earlier times in the day.

The “Receipt Redemption” campaign is set up to shift more business from late at night into earlier in the day. The campaign sees the brand acknowledging that much of its consumer base visits outside daytime hours, while also trying to shift guilty late-night perception.

Launched to highlight the brand’s new Cantina Chicken men, “Receipt Redemption” invites consumers to take a photo of their late-night order or  receipt and post it to social media for the chance to win a Taco Bell gift card.

“We’re not trying to revolutionize anything or change who we are, it’s more about how do we take those people who love us at 11 p.m., midnight, one in the morning, and then give them something else that will also make them love us at noon?” Taco Bell Canada senior marketing manager Devon Lawrence tells strategy.

Courage executive creative director Raul Garcia, whose company is the agency partner on the campaign, says this perception of Taco Bell was prevalent when he worked for the company in the 1990s. 

“Even back then, late nights were insane. So when we were trying to promote the Cantina menu, the first thing that we thought of was how can we incentivize some of our loyal customers?” Garcia says. “After doing a quick litmus test on social, that sentiment still reigns where people go to Taco Bell late at night.”

The campaign fits into Taco Bell Canada’s overall marketing goals of trying to be top of mind for hungry consumers looking for a quick meal. Lawrence notes that often when Canadians think of fast food, they think of burgers, and Taco Bell is trying to change that at all times of day.

Lawrence says Taco Bell Canada consulted with researchers at Collider to confirm the late-night perception of its brand. They knew this perception was strong in the U.S., but wasn’t sure if it was as prevalent for Canadians. But Collider’s polling showed that it was. 

“Receipt Redemption” will be one of the bigger marketing efforts for Taco Bell Canada this year, taking advantage of the Cantina Chicken menu being available in both Canada and the U.S., when often Canadian customers will see new menu items debut in the U.S. before they arrive north of the border.

The campaign will run on online video, online display, OOH, YouTube, Meta, TikTok and Snapchat. Courage led creative and organic social for the campaign, with Wavemaker conducting the paid media buy, and Edelman overseeing PR.