LONDON, UK — Taco Bell, the world’s leading Mexican-inspired quick-service restaurant brand, has appointed TheOr as its first UK creative agency.
TheOr won the business in a pitch managed by AAR, beating two undisclosed agencies. The move marks the first time Taco Bell has appointed an agency in the UK.
TheOr will now help Taco Bell UK to build their brand awareness as the company looks to grow its restaurant footprint and expand the brand into UK culture. Taco Bell, which is owned by Yum! Brands, currently operates 78 restaurants in the UK with a bold ambition to grow to 500 restaurants by 2025.
Monica Pool, Marketing Director at Taco Bell UK and Europe commented, “We have huge ambitions for our brand and our business, which the team at TheOr instinctively understood from the very beginning. Not only is this an opportunity to introduce an iconic brand to millions of people, it may also be their first taste of our craveable Mexican-inspired food.”
Taco Bell is known in its home market for the “Live Más” brand platform, and part of TheOr’s remit is to shape how this is reinterpreted for the UK market.
Paulo Salomao at TheOr said, “From the very first meeting, everything about TheOr and Taco Bell made sense. The way the brand thinks and the vision the clients have, provoke and challenge the status quo which felt incredible to work with. We cannot wait to build the brand in the UK in ways unfamiliar to us all.”
The brand’s relationship with Deutsch as global AOR remains unaffected by this appointment.
