CHICAGO (AdAge.com) -- Taco Bell, hoping to connect with more of its young consumers online and through social media, has selected R/GA, San Francisco and New York, as its digital shop of record. The chain said R/GA will begin by revamping the fast feeder's website from what the company calls an "entertainment portal" to a more user-friendly destination for information.
"Our customers told us loud and clear that while they like the entertainment, there's some information most important to them that they want to get to easily," said Lyle Swart, senior manager-corporate communications at Taco Bell. He cited store locations, nutritional information and featured products as key to the chain's consumers. The chain's current site doesn't differ drastically from fast-food competitors such as Burger King and McDonald's. The home page features volcano nachos, and nutritional information is reachable through a drop-down menu.
Taco Bell began its search with a 12-agency list, and eventually whittled it to three finalists, including AKQA, San Francisco, and IMC2, Dallas. The chain's digital work was previously handled by DraftFCB, Irvine, its creative agency of record.
"We're thrilled R/GA is our digital partner," Mr. Swart said. "Their strategy is cutting edge, they're smart, they have fantastic creatives and we're very excited about the things we're going to do with R/GA and DraftFCB."
Mr. Swart said the size of the account remains to be determined. This year, R/GA will focus on rebuilding the website, with a re-launch set for January. In 2010, Mr. Stewart said that R/GA will be tasked with digital marketing and customer relationship management. "We know more and more of our guests are consuming media online and it's an important way to connect with people," he said. Some of these digital-marketing efforts are likely to focus on platforms such as Taco Bell's lower-calorie Fresco menu, and its Why Pay More value menu.
DraftFCB and R/GA are both owned by Interpublic Group of Cos.
"Taco Bell is a vibrant and youth-driven brand that understands that digital is a key component to connecting with consumers where they live," Bob Greenberg, R/GA chairman and chief creative, said in a statement. "R/GA has a deep history and successful track record in youth marketing, and we're excited to leverage our expertise in social media and emerging platforms to help Taco Bell reach their audience in meaningful ways."