Taco Bell has named Cashmere as its first "culture agency of record" in a move to grow its consumer base, including with younger generations.
Taco Bell did not provide details on the exact scope of Cashmere's remit but the chain announced it would continue working with Deutsch LA as its lead creative agency and Edelman as its PR shop. Cashmere's duties will span corporate, consumer, franchisee, and internal operations for the Yum Brands-owned chain.
The restaurant chain known for its Mexican-inspired cravings menu and late-night hours has a history of innovative marketing. Taco Bell has previously used sports, gaming, and music as promotional marketing tactics, and will now look to Cashmere, to advertise in culture in new ways. The Los Angeles based-agency—which describes itself as "deeply immersed in today’s music, art, lifestyle, sports and fashion scenes"—has worked with clients such as Google, DoorDash, Facebook, Amazon, Hulu, Disney+, AppleTV+, Adidas and Netflix. This year it was recognized as one of Ad Age’s 2021’s A-List Standout Agencies.
Taco Bell stated in a press release that Cashmere was the first and only agency it considered for the role. It cited a need to hire an agency that could add a layer of cultural nuance and serve as an important filter while its other shops focused on their respective scopes.
“There’s no agency more well-equipped to build and synthesize authentic connections with new generations and communities and help build our future. We feel honored to tap into their superpower,” says Mark King, CEO of Taco Bell.