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New Taco Bell ad highlights Breakfast CrunchwrapNew Taco Bell ad highlights Breakfast Crunchwrap

Quick-service chain also introduces new Crunchwrap Sliders

Bret Thorn, Senior Food Editor

December 23, 2015

1 Min Read
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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].
Follow him on Twitter: @foodwriterdiary

About the Author

Bret Thorn

Senior Food Editor, Nation's Restaurant News

Senior Food & Beverage Editor

Bret Thorn is senior food & beverage editor for Nation’s Restaurant News and Restaurant Hospitality for Informa’s Restaurants and Food Group, with responsibility for spotting and reporting on food and beverage trends across the country for both publications as well as guiding overall F&B coverage. 

He is the host of a podcast, In the Kitchen with Bret Thorn, which features interviews with chefs, food & beverage authorities and other experts in foodservice operations.

From 2005 to 2008 he also wrote the Kitchen Dish column for The New York Sun, covering restaurant openings and chefs’ career moves in New York City.

He joined Nation’s Restaurant News in 1999 after spending about five years in Thailand, where he wrote articles about business, banking and finance as well as restaurant reviews and food columns for Manager magazine and Asia Times newspaper. He joined Restaurant Hospitality’s staff in 2016 while retaining his position at NRN. 

A magna cum laude graduate of Tufts University in Medford, Mass., with a bachelor’s degree in history, and a member of Phi Beta Kappa, Thorn also studied traditional French cooking at Le Cordon Bleu Ecole de Cuisine in Paris. He spent his junior year of college in China, studying Chinese language, history and culture for a semester each at Nanjing University and Beijing University. While in Beijing, he also worked for ABC News during the protests and ultimate crackdown in and around Tiananmen Square in 1989.

Thorn’s monthly column in Nation’s Restaurant News won the 2006 Jesse H. Neal National Business Journalism Award for best staff-written editorial or opinion column.

He served as president of the International Foodservice Editorial Council, or IFEC, in 2005.

Thorn wrote the entry on comfort food in the Oxford Encyclopedia of Food and Drink in America, 2nd edition, published in 2012. He also wrote a history of plated desserts for the Oxford Companion to Sugar and Sweets, published in 2015.

He was inducted into the Disciples d’Escoffier in 2014.

A Colorado native originally from Denver, Thorn lives in Brooklyn, N.Y.

Bret Thorn’s areas of expertise include food and beverage trends in restaurants, French cuisine, the cuisines of Asia in general and Thailand in particular, restaurant operations and service trends. 

Bret Thorn’s Experience: 

Nation’s Restaurant News, food & beverage editor, 1999-Present
New York Sun, columnist, 2005-2008 
Asia Times, sub editor, 1995-1997
Manager magazine, senior editor and restaurant critic, 1992-1997
ABC News, runner, May-July, 1989

Education:
Tufts University, BA in history, 1990
Peking University, studied Chinese language, spring, 1989
Nanjing University, studied Chinese language and culture, fall, 1988 
Le Cordon Bleu Ecole de Cuisine, Cértificat Elémentaire, 1986

Email: [email protected]

Social Media:
LinkedIn: https://www.linkedin.com/in/bret-thorn-468b663/
Facebook: https://www.facebook.com/bret.thorn.52
Twitter: @foodwriterdiary
Instagram: @foodwriterdiary

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