Relaunching the US Fast Food Brand in the UK
OK COOL relaunched the US fast food brand in the UK; a country with a cluttered fast food market in which Mexican-inspired cuisine ranks outside the top 10 favourites. In an industry where promotion-first marketing is the norm, OK COOL had to rewrite the playbook.
WHAT WE DID
Taco Bell partnered with OK COOL on two areas of work.
First, taking them out-of-category-into-culture: we translated Taco Bell’s brand strategy from “fast food first” to “culture-centric”, landing them square in the middle of music, pop culture delivered with a distinctly British sense of humour.
Secondly, we operationalised them in the rules of culture: Rewriting their social strategy to move the brand from new market entrant to significantly outstripping competitive benchmarks, all while holding ourselves to footfall metrics (not just social engagement).
The strategy resonated with the UK audience. Social engagement increased by 700% as consumers shared and mimicked our creative through UGC across Instagram and TikTok.
They voted with their feet— footfall into stores grew by 61% giving the brand confidence to continue opening stores across the UK.
We have grown their Instagram followers from 4k followers to 42k and TikTok to 7k followers.
We’ve trusted our brand with OK COOL since the beginning of 2018, and their strategic and creative approach has helped us to grow our social platforms year on year.
They’ve helped us to fuel the cult of the brand and continually engage with our online community, as well as providing a high level of customer service across our social media channels. Our partnership goes beyond a standard content delivery engagement and enables us to put our customer at the centre of our purpose for social media.
We see OK Cool as an extended member of the Taco Bell team and a valued partner helping us to build our brand awareness in the UK.