July 11, 2012
Scan to eat
Taco Bell worked with Draftfcb Orange County on this initiative. The campaign is part of a new partnership between Taco Bell and Chef Lorena Garcia that includes gourmet-inspired new menu additions.
Bringing gourmet to fast food is something that has never been done before, so we wanted a print execution that had never been done before as well, said Scott Murray, creative director at Draftfcb Orange County, Orange County, CA.
We loved the idea of creating QR codes out of actual ingredients, because we knew it would be visually compelling and would help tell our quality story, he said. But, there was also something valuable users would get for snapping the code the actual recipes themselves.
The lemon-themed QR code
To help promote the new line of dishes as being fresh, the QR codes are made out of either avocados or lemons.
Each ad links users to a specific recipe that matches the ingredient. For instance, the print ad featuring avocados directs to a guacamole recipe while the ad with the lemon leads to a lemon-marinated chicken recipe.
When scanned, the ad directs users to http://www.cantinabell.com, which includes recipes, videos and information about the new products.
At the bottom of the site, users can find a nearby restaurant by using their devices built-in GPS. The site then brings up a list of Taco Bell locations with click-to-call and map features.
The mobile-enabled print ad
Scan me in
This is not the first time that Taco Bell has used mobile bar codes around a campaign.
Although many marketers doubt the effectiveness of QR codes, companies such as Taco Bell prove that the technology can be engaging for consumers. Additionally, by continually using the channel, Taco Bell is able to educate consumers on mobile with more than just a one-off QR code campaign.
The goal of the campaign is to turn skeptics into believers: to show consumers that this gourmet menu at Taco Bell is the real deal, that Lorena Garcia truly was intimately involved in the development and creation of the menu and of course that it looks and tastes delicious, Mr. Murray said.
We know that people spend a lot of time looking for recipes and information on their mobile devices, he said.
Lauren Johnson is associate reporter on Mobile Marketer, New York