Doritos® Locos Taco celebrates its fifth
anniversary with a new mashup: eat a taco and feed a student’s
dream
The Doritos® Locos Taco, the Taco Bell menu item that changed
the way America thinks about crunchy tacos five years ago, is now
changing how people can do good.
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More than a fundraiser, the Feed a Dream
campaign brings a new approach to Taco Bell's marketing and
advertising, enlisting Live Más Scholarship recipients to create
the television commercials and taco packaging and wrap. (Graphic:
Business Wire)
Taco Bell is celebrating the fifth anniversary of the Doritos®
Locos Taco by paying it forward with its Feed a Dream promotion,
making it easier than ever to give back. Beginning March 23 and
lasting for two weeks, Taco Bell will donate ten cents for each à
la carte Doritos® Locos Taco purchased, up to $500,000, to the Taco
Bell Foundation’s Live Más Scholarship to fund the passions of
young people. Eat a taco, feed a dream – it’s that simple to make a
difference.
“We know how much our fans love the Doritos® Locos Taco,” said
Brian Niccol, Chief Executive Officer at Taco Bell Corp. and
Chairman of the Taco Bell Foundation. “We’re equally passionate
about the Live Más Scholarship, which is why we decided to try
something new, joining the scholarship with our most successful
product for the benefit of today’s young innovators, creators and
dreamers. Doing good is as easy as eating your favorite taco.”
More than a fundraiser, the Feed a Dream campaign brings a new
approach to Taco Bell’s marketing and advertising, enlisting Live
Más Scholarship recipients to create the television commercials and
taco packaging and wrap. By leveraging the relationships and
creative opportunities a nationwide marketing campaign provides,
Taco Bell is not only financially supporting the passions of Live
Más Scholarship recipients, but also connecting them with top
professionals in their fields of study and putting their passions
into practice.
“Beneath all our creativity and irreverence is a company with a
beautiful heart,” said Marisa Thalberg, Chief Marketing Officer at
Taco Bell Corp. “Now, for the first time ever, we are uniting our
products and our purpose of supporting the passions of young people
in a really fresh and meaningful way. As we continue to grow the
Live Más Scholarship program, our vision is that it becomes ‘for
the kids, by the kids.’ In that spirit, all of the communications
you will see for this Feed a Dream initiative were either created
or inspired by our first class of Live Más Scholarship
recipients.”
To create the Feed a Dream campaign, students participated in a
creative workshop in Chicago, where they worked side by side with
veteran advertising and marketing creatives to develop the
campaign’s ad concept and script. Scholarship recipients were also
involved in the filming of the ad in California, performing key
jobs from behind-the-scenes strategizing and set development to
starring roles. Recipients also created three unique designs that
will be featured on the Doritos® Locos Taco exclusive taco holster
packaging and wrap during the promotion. The 30-second television
commercial will air nationally on March 26.
“Not only was I invited to help come up with the Feed a Dream
ad, but my artwork is also being used for the Doritos® Locos Taco
holsters,” said Devon Woodrum, 22. “When I first applied to the
Live Más Scholarship, I never imagined it would mean so much more
than the money – I’m getting access to all of these unbelievable
opportunities and experiences that are helping me advance my
passion and career.”
Taco Bell and the Taco Bell Foundation turned traditional
scholarships on their head in 2015 with the launch of the Live Más
Scholarship – a scholarship for students whose passions may not
necessarily fit into the conventional “academic” or “athletic”
scholarship categories. The Feed a Dream campaign is another
example of how the Live Más Scholarship defies conventional
scholarships by creating unprecedented real world opportunities for
recipients, who have participated in a variety of exciting events
over the past year, including:
- At the MTV Movie Awards, a scholarship
winner and future Hollywood filmmaker worked with social media
influencers to create the first ever fan-fueled film.
- During the 2016 VMAs pre-show, a
fashion designer outfitted the event staff, a music technology
major supported sound engineering and an aspiring photographer
captured compelling footage that was featured on MTV.com.
- At the 2017 NBA All-Star Taco Bell
Skills Challenge, a photography major joined professionals in his
field court-side to snap shots of top NBA champions, a media maven
took over the NBA All-Star Twitter handle and a sculptor even
designed the trophy that was presented to the Skills Challenge
winner.
- During the Feed the Beat® show at the
largest music festival in Austin, one music business student served
as event manager, while her fellow scholarship winner put his art
classes to the test before a crowd as a live muralist.
Taco Bell fans are invited to feed a dream by visiting their
local restaurant March 23-April 8, purchasing an à la carte
Doritos® Locos Taco, sharing a picture using #FeedADream and
encouraging young innovators, creators and dreamers to apply for
the Live Más Scholarship. Funds raised from the Feed a Dream
promotion will enable the Taco Bell Foundation to award $1.3
million this year to 155 students through scholarships ranging from
$5,000-$25,000.
For more about the Live Más Scholarship, including how to apply,
check out ta.co here.
About Taco Bell Corp.
Taco Bell Corp., a subsidiary of Yum! Brands, Inc. (NYSE: YUM),
is the nation's leading Mexican-inspired quick service restaurant
(QSR) brand. From breakfast to late night, Taco Bell serves
made-to-order and customizable tacos and burritos, among other
craveable choices, and is the first QSR to offer American
Vegetarian Association-certified menu items. Taco Bell and its more
than 350 franchise organizations proudly serve over 42 million
customers each week through 7,000 restaurants across the nation, as
well as through its mobile, desktop and
delivery ordering services. Overseas, Taco Bell has more than
250 restaurants, with plans to add 2,000 restaurants
internationally within the next decade. The brand encourages its
fans to “Live Más” and connects with them through sports, gaming
and new music via its Feed The Beat® music program.
Taco Bell also provides educational opportunities and serves the
community through support of the Taco Bell® Foundation™ and
connects fans with their passions through programs such as
the Live Más Scholarship. In 2016, Taco Bell was named one
of Fast Company’s Top 10 Most Innovative Companies in the
World.
About Taco Bell Foundation
Taco Bell Foundation, Inc. is a 501(c)(3) public charity that
helps America’s young people follow their dreams and reach their
full potential. Since 1992, the Foundation has helped more than
three million youth across the country and has awarded more than
$60 million in grants and scholarships, focused on education and
career readiness. In 2017, more than $5 million dollars will be
disbursed to 350 youth-serving organizations across the
country.
About the Live Más Scholarship
Taco Bell Foundation created the Live Más Scholarship in 2015
for the innovators, creators and dreamers aged 16-24 whose passions
may not necessarily fit into the conventional “academic” or
“athletic” scholarship categories. The program helps young people
pursue their unique passions through post-high school education
funding, as well as access to opportunities that advance their
careers. In 2016, the Taco Bell Foundation awarded $1.3 million to
270 young adults, including 50 Taco Bell employees. This year the
Taco Bell Foundation will award another $1.3 million to 155 people
through scholarships ranging from $5,000-$25,000 each. The
scholarship application just reopened in February 2017 and the
deadline is May 12, 2017. To apply, submit a two-minute video on
the website that tells the story of your life’s passion. It could
be a short film, animation or just a simple testimonial.
Like: Facebook.com/tacobell – Follow: @TacoBell
(Twitter), tacobell (Instagram) and tacobell (Snapchat) –
Subscribe: Youtube.com/TacoBell – Explore: ta.co
View source
version on businesswire.com: http://www.businesswire.com/news/home/20170323005378/en/
Taco Bell Corp.Alec Boyle,
949-863-8423Alec.Boyle@yum.comorEdelmanAshley Whitlock,
202-551-9841Ashley.Whitlock@edelman.com
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