USC Storytelling, Culture and Experiential Communication Final Project: Taco Bell Campaign for Gen Z Consumers

Market Research Overview

In 2023, our class was divided into groups and assigned a client, the head of Taco Bell's Marketing Communications and PR team. He was looking for primary research about Gen Z regarding Taco Bell, brand collaborations and social media usage. After presenting this data to him mid-way through the semester, he requested for us to present bold, innovative ways for Taco Bell to further tap into the Gen Z market.

In-depth research thoroughly examined the unique characteristics and preferences of the dynamic Gen Z consumers. This remarkable generation is on track to become the most diverse and well-educated in history, and this pivotal aspect greatly reflects in their beliefs. Key insights from our study revealed that this demographic is widely regarded as digital natives, who have grown up immersed in technology. Additionally, they place a high value on their health by taking preventative measures quite seriously and are actively seeking brands that authentically align with their core values and ethical standards.

Survey Results:

• Taco Bell’s Gen Z Relevancy: 70.48% considered Taco Bell a relevant brand for Gen Z, 37.14% frequented the fast food chain as last week, and 37.14% first thoughts about Taco Bell were somewhat positive

• Brand Partnerships and Collaborations: Most respondents struggled to remember partnerships or collaborations

• Social Media Usage: 24.68% shared that they recent most of their news from Instagram and 53.18% heard about brands from social media

Campaign Concepts

Based on our thorough research, we developed the innovative “The Guilt Free Cravings Campaign,” which is specifically designed to effectively engage the vibrant Gen Z demographic through compelling interactive storytelling that aligns seamlessly with their core values of health consciousness.

Concept Breakdown:

1. Limited Edition Menu Items:

   • Description: Baja Blast “Super Blast” is a Baja Blast that comes with a 2 oz shot of Lemon Cayenne immune boosting juice for a sour and spicy extra kick. The shot can be poured down a special straw and mixed or taken along side the Baja Blast.

   • Goal: To create a delicious healthy twist to a beloved menu item that will drive sales of Gen Z consumers with its limited accessibility.

2. Mindful Eating Menus:

   • Description: Guilt Free Cravings Boxes highlight Taco Bell’s variety menu items. These boxes are all developed and approved by Taco Bell’s very own in-house dietitian. An example of one of these boxes includes the “Ultimate Athlete Box” which contains a chicken power menu bowl, two fresco grilled steak soft tacos, a side of pintos and cheese, and a bottle of water or diet soda. In addition to the boxes, sub-menus will be created to detail the nutrition profile of menu items. For example, Black Bean Crunchwrap Supreme® would be labeled under the “Flu Fighter” menu as the item provides consumers with immune supporting antioxidants from ingredients such as black beans, lettuce, and tomatoes.

   • Goal: Provide consumers with a wide range of easy to select healthy menu options.

3. Docu-series:

   • Description: The Docu-series will be on Taco Bell’s Youtube channel which focuses on the daily life of four representative Gen-Z interviewees and their experiences with eating Taco Bell under the guidance of a nutritionist. The four people followed in the docu-series vary from 20-year-old college athlete Jackson, 22-year old recent graduate Chris trying to grab dinner after his long day at his new job, 18-year-old high school student Olivia who is very influenced by playful branding, and 19-year-old college student Nina who is a vegetarian on a tight budget.

   • Goal: Showcased how Taco Bell improve the lives of different consumers.

4. Social Collabs:

   • Description: Develop a social media campaign focused on Instagram and TikTok with influencers who specialize in body positivity and mindful eating. Examples of this would look like a registered dietitian named Rachel with over 30k followers on Instagram who explained to her followers how Taco Bell’s breakfast quesadilla can be a healthy start to your day.

   • Goal: Enhance brand visibility and awareness of how Taco Bell can be incorporated into a healthy lifestyle to Gen Z audiences.

Conclusion

Through strategic storytelling techniques, "The Guilt Free Cravings Campaign" aims to deeply resonate with the diverse and dynamic Gen Z audience by crafting an engaging narrative that reflects the generation’s increasingly health-conscious lifestyle. Our comprehensive approach not only enhances brand loyalty but also fosters a much deeper connection between Taco Bell and this vital consumer segment. As clearly recognized by the client, our unique concept stands out as both innovative and impactful, providing a clear roadmap for future Taco Bell campaigns that are designed to captivate and inspire.