Taco Bell Fresh, Fast, & Friendly

1. Taco Bell Fresh, Fast, & Friendly Prestige Worldwide Consulting Group 12/7/2011

2. Problem • Surveys show customers rate the quality of food at leading fast food restaurants as fair to poor. • The same survey shows customers are eating out less due to concerns of the quality of food health. • A review of corporate records shows an increase of 20% in the last three years in customers concern over the quality, safety and nutrition of food served by Yum’s leading brands. • A content analysis of media coverage of Yum’s leading brands revealed less than 10 percent discuss the quality of food in a positive way

3. Problem Statement Consumer confidence of quality, safety and nutrition of fast food is continuously decreasing.

4. Objectives Objective #1 • To increase consumer knowledge of the quality, safety, and nutrition of Taco Bell within six months of the start of the campaign. Objective #2 • To increase consumer trust in the quality, safety, and nutrition of Taco Bell within six months of the start of the campaign. Objective #3 • To increase from 10% to 50% the number of positive food stories in media about Taco Bell.

5. Key Message “Fresh, Fast, and Friendly” Target Publics • Moms • Consumers • Media

6. Strategy #1 Hold events to promote healthy food options available from Taco Bell. Tactics • nationwide tour stopping at specific target markets • Block-O-Bell parties at Taco Bell locations • official team for Block-O-Bell Tour • create promotional tools such as incentives for events in each community • promote events via Facebook and Twitter

7. Strategy #2 Use social media to communicate the quality of products and nutritional facts associated with Taco Bell. Tactics • set up Twitter account and Facebook page • make the sites interactive • post information and pictures of the farms that supply Taco Bell’s meat and other ingredients

8. Strategy #3 Reach out to moms across the nation to generate positive word of mouth marketing. Tactics • Tacos with Tina campaign • Get Fit Day • Tina Fey as Spokesperson • national and regional chapters • Tina features a blog on motherhood and giving her kids healthy food options

9. Strategy #4 Raise awareness by placing stories in the media to generate positive news coverage of the quality and nutritional options Taco Bell offers consumers. Tactics • From the Farm • Get Fit Day featured at elementary schools around the country ran by the moms campaign and sponsored by Fresco Taco Bell • Block-O-Bell Parties

10. Evaluation of Campaign Success Implementation • Survey people that attend Block-o-Bell parties by giving an incentive for completing the survey. • Count the number of messages we place in the media and keep track of positive versus negative stories. Impact • Measure sales revenue of fresco items before and after the campaign. • Survey web audience, social networking followers and contacts from Block-o-Bell surveys to evaluate knowledge gained and opinion changes.

11. Campaign Materials • Block-O-Bell Team Job Flyer • Block-O-Bell Party Flyer • Block-O-Bell Bus Tour Route • T-Shirt • Twitter Account • Facebook Page • Tacos with Tina Flyer • Get Fit Day Flyer

14. Block-O-Bell Bus Tour Route

15. Free T-shirts at Block-O-Bell Parties & Get Fit Days

16. Wanna hear what Tina Fey & other moms have to say about our food? Visit us on Facebook to see their blogs about their experiences! #FreshFastFriendly What’s up Columbus! The #BlockOBell bus has arrived! Visit our location on N. High St for free food and fun! The #BlockOBell bus is making its way across the country! Do you see us? Tweet a pic of the bus to get a free Fresco Taco!

17. Tacos with Tina blogs • Enter Block-O-Bell Bus photos • Nutrition Facts

20. Questions?