When Taco Bell launches its new breakfast sandwiches tomorrow, March 26, it's not just introducing a biscuit taco. It's starting a full-scale attack on breakfasts served by clown dictators.
The fast food chain, which has always catered to a younger demographic than family-oriented McDonald's, is inviting its fans to "defect" from the usual desayuno with its "Breakfast Defectors" campaign.
The taco restaurant, which introduced the world to gorditas, quesaritos, and the knockout Doritos Locos taco, has produced a three-minute film short that's a straightforward whack to its major competitor, McDonald's. Init, unsung masses of people line up in a prison courtyard of grey dystopian society, waiting for their routine meal that looks strikingly like a McMuffin. All the while, clown dictators call the shots in a gleeful dance of control over the drugged population. Of course, two young, daring rebels escape, cross a border of plastic balls (in a wink to fast food restaurants with built-in playgrounds) and escape to a colorful meadow filled with happy people eating Taco Bell — all the while the Ramones' Blitzkrieg Bop plays in the background.
As a tie-in to the campaign, an interactive breakfastdefectors.com website allows fans to win prizes by performing different tasks and uploading proof on social media using hashtag #breakfastdefector. The first task is to fashion a defector symbol (which looks like a cross between a peace symbol and a carriage wheel) from something. An example is shown using Taco Bell salsa packets. Other tasks will be unlocked in the coming weeks. Taco Bell has been successful in social media campaigns before, with thousands of people tweeting selfies with their tacos in the past.
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As for the new breakfast items? The chain is introducing a series of biscuit tacos. Buttermilk biscuits are folded into a taco shape and filled with your choice of sausage,egg, and cheese; bacon, egg, and cheese; crispy chicken with country gravy; or crispy chicken with jalapeno honey. The chicken is breaded in tortilla chips before frying. Each breakfast biscuit taco retails for $2.49 and are available starting March 26.
Unlike other fast food companies that try to implement some token healthy items on their menus like apple slices and salads, it looks like Taco Bell wants to cater to their core audience of younger people who can afford to binge-eat fast food, although it does carry a line of Fresco items that substitute light salsas for cheese and sour cream.
Taco Bell Corp.'s CEO, Brian Niccol is bullish on the new items, saying his company is, "about making sure we continue to give people the food they crave in a way that's unique to Taco Bell. Our Biscuit Taco delivers just that; it will reinvent the fast food breakfast experience by moving away from boring, round sandwiches and inserting bold tastes and flavors. Ultimately, we aim to make the breakfast day-part as famous as our late night.” Looks like Taco Bell has their eyes on the biscuit taco being the next Doritos Locos taco. Time will tell if lightning strikes twice...this time in the morning hours.