Taco Bell’s global growth aspirations are sending the California chain to the moon—well, sort of.
Taco Bell is using a lunar phase when half of the moon is visible as the center of its first global campaign. It suggests the phase should be called a “taco moon” due to its resemblance to the food.
The next so-called half moon—it’s actually a quarter moon, but this isn’t a lunar lesson, it’s about tacos—will be viewable globally on May 4.
It’s a way for the restaurant chain behind giveaways such as “Steal a Base, Steal a Taco” during the World Series to remind people who already know Taco Bell to get more of its tacos, and to spread awareness of the brand as it expands into more countries such as Malaysia.
“It just made sense to use the world’s largest billboard,” says Nikki Lawson, who joined Taco Bell a year ago as global chief brand officer. “When the moon is at half moon it looks just like a taco.”
She wonders if Taco Bell can lobby the astrological community to have the phase of the moon when half of it is visible be called the taco moon. “I think consumers would get far more interested in a taco moon,” says Lawson.
Taco Bell aims to give away the most tacos it has ever handed out in a single day on May 4.