OK COOL launched 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 favorites. In an industry where promotion-first marketing is the norm, OK COOL had to rewrite the rules.
WHAT WE DID
Taco Bell partnered with OK COOL on two areas of work.
First, taking them out-of-category-into-culture: OK COOL 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 operationalized 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% over two years as the UK 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 open another 50 stores in the UK.