Radio Included In Media Mix For Taco Bell Breakfast

Taco Bell is moving in on the morning market, angling to compete with fast-food rivals such as McDonald’s by launching a breakfast menu nationally on March 27.

The menu -- which the Irvine company said is its most extensive in more than 50 years -- includes items such as a waffle taco, the A.M. Crunchwrap and breakfast burritos.

The options will be available from 7 a.m. or earlier until 11 a.m. at more than 5,500 restaurants, according to the LA Times.

A massive marketing blitz will be led by Interpublic's Deutsch, which will handle TV, in-store, point-of-purchase and radio. Publicis Groupe's DigitasLBi will field digital and social media, accordingto AdAge.

Chris Brandt

A teaser campaign will launch via digital and social media this week, but the full campaign won't break until the day the products are available.

Deutsch sibling DraftFCB created the packaging, which will be different than its normal look. Taco Bell Chief Marketing Officer Chris Brandt dubbed it "Instagram-worthy."

Taco Bell's parent company Yum Brands spent about $280.3 million on U.S. measured media in the first nine months of 2013, according to Kantar Media. It spent about $250 million on the prior year. Taco Bell's same-store sales were up 3% in the U.S., while its fourth-quarter U.S. same-store sales were up 1%, marking the eighth consecutive quarter of same-store sales growth at Taco Bell.