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Taco Bell breaks Beautiful Mess campaign

Fast food chain Taco Bell Canada has begun a new advertising campaign called “Beautiful Mess” to “celebrate the messiness of eating a taco.” This is Taco Bell’s first brand campaign in Canada. The campaign was developed by Dentsu One and began on March 7 with a 45-second online video. It is aimed at younger consumers and will include a series of activities through 2022 in collaboration with online personalities Mtashed, TheStefSanjati, DeadlyCreatorYT, laframbuesaa and topebabalola. In addition, consumers will be invited to submit personal stories of their own messy experiences. Taco Bell is a subsidiary of Yum Brands.

“Taco Bell is all about being different and challenging the status quo, which is reflected in everything from our brand to our menu offering,” said Devon Lawrence, senior brand manager at Taco Bell Canada. “Through ‘Beautiful Mess,’ we’re embracing our uniqueness and looking to inspire future and fellow taco lovers across the country to do the same. We’re excited to partner with Canadian creators who embody this same spirit and celebrate their authentically beautiful selves.”

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