The idea centered around rebelling against traditional fried chicken values and the subsequent backlash from that rebellion.The campaign came in two parts. First we established Taco Bell’s point-of-view on the product, launching with messaging that encouraged people to go try the Naked Chicken Chalupa. Then we created a fictional entity — The Council for Eating Fried Chicken The Way You Always Have – to react to the launch of our product and generate controversy. The Council represented the past. The old way of eating fried chicken. So they acted in an antiquated way — in the form of 1950s style PSAs to disapprove and even disparage the Chalupa and warn people of its harmful effects. They created a website that outlined their agenda. They created a 1-800 hotline. They even took to social to subdue this menace of society but to no avail.

In tandem with Taco Bell’s “normal” food-centric TV spot and social posts promoting the Naked Chicken Chalupa, we released a pair of anti-Naked Chicken Chalupa spots, ostensibly made by the fictitious “Council for Eating Fried Chicken the Same Way You Always Have.” To give the appearance The Council was its own living, breathing organization, we also created an intentionally crude website, an old fashioned 1-800 hotline, fumbling social posts, and even a physical pamphlet on “How to Talk to Your Loved Ones About the Naked Chicken Chalupa” … all presented “by The Council, and NOT Taco Bell.”

PR:

Over 2.4 billion impressions with 1,617 placements. This surpassed the previous year’s launch of Quesalupa, which launched in the Super Bowl. This means Naked Chicken Chalupa got even more PR impressions but without the massive assistance of the Super Bowl.

Digital/Social:

Imgur:

*30k unique engagements

*2x more shares and comments than the vertical average

Facebook Canvas:

*CTR .86%, outperforming benchmark by 31%

1-844-DRUMSTK:

*3,119 total calls

*1:22 average call time

Council Site:

*155,152 total views

*2:12 average session

Sales:

We sold completely out of inventory the last week of the campaign.