Taco Bell and Publicis London Challenge Traditional Meal Deals with the 'Meal Deal Tacover'

Taco Bell and Publicis London have teamed up for the first time to challenge the status quo of the traditional meal deal with the brand’s latest campaign, The Meal Deal Tacover. The campaign urges UK shoppers to break out of their habitual same-old lunch routine and ask themselves if a sandwich, crisps, and a drink can truly be considered a ‘meal’.

The campaign follows exclusive research from Publicis London that reveals the sad state of affairs of British lunchtime:

• 58% of those surveyed consider a pre-prepared sandwich and a bag of crisps to be a complete meal. 
• Although more than three-quarters (77%) of respondents have bought a supermarket meal deal in their lifetime, only 18% feel very satisfied after eating it. 
• Only 28% of UK adults said they rarely or never eat the same meal for a weekday lunch.

The Meal Deal Tacover, which includes a Google Maps hijack and spans OOH, social, and digital, pokes fun at ‘big sandwich’ to get people across the country to question their lunch choice. The creative includes lines such as "No one ever said slap-up sandwich”, “A sandwich is a slice of ham away from being just bread”, and "Nothing against tuna mayo, but it’s not a meal". Each execution concludes with; "And if it’s not a meal, it’s not a meal deal". The campaign urges the UK to 'Get the Cravings Lunch Deal' - featuring any Cravings Burrito, including the new limited time only Beefy Fries Burrito, plus fries and a drink - for £3.99, as the ultimate and 'real lunch deal.'

Londoners searching for supermarkets around Russell Square, Camden, Southampton Row and Baker Street will find Taco Bell’s campaign infiltrating Google Maps. User-generated images will be added to the Google Maps platform showing the campaign artwork as well as images of individuals wearing the ‘Anti-Sandwich Bored’. Additionally, the 'Anti-Sandwich Bored' will traverse the streets of London, recommending Taco Bell as the “real lunch deal” for those fed up with boring sandwiches.

Chet Patel, chief marketing officer at Taco Bell UK & Europe, said, "Our new campaign is a playful, though important, way to challenge the uninspired lunchtime options that have dominated the UK for far too long. With the Meal Deal Tacover, we invite everyone to elevate their lunchtime choices and embrace a flavourful, value-driven lunch.”

Noel Bunting, chief creative officer at Publicis London, added, "We wanted to take a stand against the bland and bring back excitement to the British lunch break. It’s time for Big Sandwich to move over, there’s a new lunchtime hero in town."