TACO BELL UK – ENCORE HOURS

THE BACKGROUND:
London has some of the best restaurants in the world, but for some reason, most of them stop serving food by 10 PM. This leaves music fans in a tough spot: stick around for their favourite artist’s encore or leave early to grab something to eat.

That’s where Encore Hours comes in—a new Taco Bell initiative that Edelman’s creative teams in the UK and US came up with to reward concert goers with late-night bites at select locations. Now, you don’t have to choose between tunes and tacos!

My job? Get Gen-Z hyped on social and drive them to Taco Bell. The catch? I had zero budget to work with.


THE IDEA:
To get UK Gen-Z excited about Encore Hours, we had to tap into something they were already obsessed with. With no budget for big names, we decided to piggyback on the biggest event of 2024 — The Eras Tour.

We picked the perfect spot: a Taco Bell near Wembley Stadium, right in the heart of Taylor Swift mania. Since Gen-Z now spends more time chatting in private Instagram groups than posting publicly, we decided to meet them where they actually hang out. I ended up creating what might just be the biggest Swiftie group chat ever, directly connecting with this niche community. From there, the magic happened. The Swifties took our content and ran with it, sharing it with their followers basically doing all the work for us – for free.

The results? Encore Hours saw a 153% increase in in-store transactions at Wembley’s Taco Bell – all achieved without a single pound spent on social.