TACO BELL
CREATIVE DIRECTION | EDELMAN
ENCORE HOURS
Challenge:
Most restaurants in the UK close around 10pm, leaving music fans with limited options for late-night snacks after concerts. At the same time, Taco Bell is relatively new to the UK market, leaving opportunity for brand building, awareness, and sales.
Approach:
In August 2024, Taco Bell UK introduced “Encore Hours,” a new initiative that extended restaurant hours until 2 a.m., starting with Taco Bell Wembley, conveniently located across the street from Taylor Swift’s Eras Tour.
On launch night, the first 50 taco orders received a limited-edition Encore Hours t-shirt, and the first 500 in-store orders after 11 p.m. received a free Crunchy Taco. The initiative was promoted through digital menu boards and targeted OOH and social campaigns aimed at music fans nearby.
