Taco Bell encouraged real men with a famous name to testify! “I am Ronald McDonald and I love Taco Bell’s new breakfasts,” several real Ronalds repeat into the camera.
This new campaign from Deutsch LA is not exactly brilliant, but it may breakthrough. And breakthrough is what it is going take to loosen McDonald’s grip on the morning hours—McD’s currently dominates with 31 percent of sales. Egg McMuffin ain’t no joke.
Ad Age’s reading of NPD data indicates that breakfast in 2013 logged its fourth consecutive year of growth for restaurants, while lunch and dinner continue to decline. Fast food, which accounts for 80% of total restaurant morning meals, showed the strongest growth, with a 4% increase over the prior year. And the forecast looks good: NPD estimates that fast-food breakfast will grow a cumulative 9% over the next nine years.
According to Nation’s Restaurant News, the hot item on Taco bell’s breakfast menu is expected to be the waffle taco—a waffle that cradles scrambled eggs and a sausage patty and is served with a packet of syrup for $1.79.
An Instagram post by a customer who stumbled across the waffle taco went viral, sparking about 4 million impressions.
UPDATE: The Ronald has responded on Facebook in a visually stimulating way.
Previously on AdPulp: A Smothering Jewish Mother Smothers Son With Taco Bell, Son Eats It Up