Taco Bell Takes Over Social Media As a result of It Would not ‘Borrow Cool’


Taco Bell has the facility to take over on social media, and it’s time to taco bout it.

CMO Taylor Montgomery has been on the middle of a few of Taco Bell’s largest campaigns, together with recruiting Doja Cat to headline the return of Mexican Pizza, teaming up with LeBron James to battle in opposition to the “Taco Tuesday” trademark and bringing again the Volcano Menu with the assistance of Paris Hilton.

The corporate’s advertising and marketing successful streak is hotter than its Diablo sauce, and Montgomery mentioned a part of the technique is exhibiting up like a shopper quite than a model.

“We glance to humbly perceive what’s resonating with customers on social after which resolve how our model can authentically play in these areas,” Montgomery mentioned. “It’s crucial that we don’t present up like a model and maintain ourselves to the identical commonplace as some other content material that’s on the market.”

The CMO famous that the corporate is OK to “be weak, to take dangers and to hear and interact” with customers, including, “We additionally know who we’re—a cultural insurgent—and are OK if that’s not for everyone.”

Montgomery is ready to talk at ADWEEK’s upcoming Social Media Week, with a session on Wednesday, April 10, on the evolution of promoting leaders. Forward of that, Taco Bell’s CMO opened up in regards to the firm’s social campaigns, the way it capitalizes on popular culture moments and retains issues authentically spicy.

ADWEEK: Taylor, you’ve grown with Taco Bell from a senior supervisor of brand name advertising and marketing to CMO. Are you able to describe your profession journey?
Montgomery: It’s been a wild and enjoyable journey. I began with Taco Bell as a senior supervisor of brand name advertising and marketing and led product innovation, which gave me a crash course in how our enterprise labored, what customers felt about our model and what drives total enterprise progress. Over time, I used to be lucky to choose up different components of the model and enterprise, finally main our model planning and product innovation for the U.S. Then I received an sudden however superior alternative to be the CMO of our worldwide enterprise, which was very humbling to see how a lot love for Taco Bell exists world wide and the unbelievable progress alternative we’ve. I then was fortunate sufficient to be requested to be CMO for North America, which is the function I’m in right this moment, with a lot progress to nonetheless look ahead to with Taco Bell.