How Taco Bell uses media to harness the strength of TV in non-traditional ways

Taco Bell, the quick-service restaurant chain, is tapping a nuanced approach to media as it fights for “share of stomach” among consumers.

“Television is incredibly powerful,” insists Sasha Wolfe, Taco Bell’s head of media. “You can’t recreate in any other media a close up of Taco Bell’s cheesy, beefy wonderfulness.

“It’s a part of who we are and it definitely is a driver of our business.”

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