Taco Bell’s has chosenCourage as its new Canadian AOR, making it the second Yum! brand on the agency’s client roster alongside KFC.
With the new partnership, Taco Bell wants to increase awareness across the country by positioning its well established brand personality (bold and irreverently humorous) with distinct pop culture moments. Most recently, Taco Bell had been working with Dentsu for creative in Canada (
With the new partnership, Taco Bell wants to increase awareness across the country by positioning its well established brand personality (bold and irreverently humorous) with distinct pop culture moments. Most recently, Taco Bell had been working with Dentsu for creative in Canada (
here and here).
Taco Bell Canada’s marketing director Devon Lawrence told The Message that the brand will maintain its same rebellious approach to life, while seeking to build stronger local connections with Canadians.
“Amid a market that is overrun with a lot of the same ideas, we strongly believe that creativity is the greatest tool we have to help us stand apart from the crowd,” said Lawrence in a release. “Finding an agency that innately understood this was crucial to our search, and we feel we’ve absolutely found that in Courage.”
Partner and chief strategy officer at Courage, Tom Kenny told The Message, that the brand had a line in its RFP that particularly excited the agency: KFC wants to "expand culture through creativity." Achieving this is a matter of taking the pre-existing brand assets and combining them with culture in interesting and unexpected ways, he said. “All the building blocks are already in place.”
“Getting to work with Taco Bell, a global favourite that isn’t afraid to make noise, is an absolute dream and we couldn’t be more grateful,” said Courage’s co-founder and co-CCI Joel Holtby, in a release. Courage’s first work with Taco Bell is expected to launch in Spring 2024.
Taco Bell Canada’s marketing director Devon Lawrence told The Message that the brand will maintain its same rebellious approach to life, while seeking to build stronger local connections with Canadians.
“Amid a market that is overrun with a lot of the same ideas, we strongly believe that creativity is the greatest tool we have to help us stand apart from the crowd,” said Lawrence in a release. “Finding an agency that innately understood this was crucial to our search, and we feel we’ve absolutely found that in Courage.”
Partner and chief strategy officer at Courage, Tom Kenny told The Message, that the brand had a line in its RFP that particularly excited the agency: KFC wants to "expand culture through creativity." Achieving this is a matter of taking the pre-existing brand assets and combining them with culture in interesting and unexpected ways, he said. “All the building blocks are already in place.”
“Getting to work with Taco Bell, a global favourite that isn’t afraid to make noise, is an absolute dream and we couldn’t be more grateful,” said Courage’s co-founder and co-CCI Joel Holtby, in a release. Courage’s first work with Taco Bell is expected to launch in Spring 2024.
