Taco Bell Corp. launched Wednesday two new television commercials promoting the Irvine, Calif.-based quick-service chain’s Breakfast Crunchwrap and new Crunchwrap Sliders.
One commercial depicts people waking up, eating microwaveable English-muffin breakfast sandwiches and generally not enjoying their mornings.
The ad then shows a passerby holding a Taco Bell Breakfast Crunchwrap filled with scrambled eggs, bacon, Cheddar cheese and a hash brown.
The spot includes the catchphrase “It’s more of a meal than a muffin.”
Another commercial touts a new product, Crunchwrap Sliders, which are a smaller version of the chain's Crunchwrap, available in four varieties and priced at $1 each.
The ads were developed by Deutsch LA, which also developed previous Taco Bell ads depicting a dystopian world in which everyone eats the same English muffin breakfast sandwich, making obvious reference to McDonald’s iconic Egg McMuffin.
Stephanie Perdue, Taco Bell chief product marketing officer, said that while the new ads continue the theme of breaking away from routine, they also are “tapping into the sentiment of why we’re O.K. with just O.K.”
The Breakfast Crunchwrap ad also asks why people eat the same breakfast every day, but they don’t have the same lunch and dinner every day, Perdue said.
Advertisements along similar themes will launch over the course of 2016, she said.
“You’ll see a lot of new campaigns and innovations throughout the year,” Perdue said.
Contact Bret Thorn at [email protected].
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