Cannes Lions

$1 All Day Signage

TACO BELL, Irvine / TACO BELL / 2017

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Overview

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Overview

Description

So how do you make a $1 All Day Value Menu attractive to fast food customers seeking the most satisfaction for their buck? By showing them that you can create your own premium, customized feast from 20 items available for only $1.

Execution

Why does a $1 product have to reflect cheap? That was our motivation behind elevating the design aesthetic and turning the expected look of value on its head. We executed with a premium combination of black and gold so that it feels like you’re getting more than what you’re paying. And our photography of the products made them the stars of the show by making them feel heroic and abundant.

We even used headlines like “Feast for $1 All Day” to hammer home that customers knew they were not only getting a great price, but that these items were purposefully designed to create a full dining experience.

Outcome

(SEE CONFIDENTIAL SECTION)

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