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Taco Bell begins Messy Together campaign

Fast food chain Taco Bell Canada has begun a new brand campaign called “Messy Together.” The campaign features original music by singer-songwriter Preston Pablo. According to the company, the effort is intended to “capture the brand's spirit of embracing differences and breaking the status quo.” The ad is an extension of the company’s ongoing “Beautiful Mess” campaign, developed by Dentsu Creative. Taco Bell is a subsidiary of Yum Brands.

“‘Messy Together’ marks an evolution of the brand campaign by showcasing the beautiful friendships that Gen Z have with all their ups and downs,” said Maxime Sauté, executive creative director at Dentsu Creative. “Taco Bell Canada plays the role of a catalyst in the bridging and building of these friendships. Food is central to these key moments in a friendship; the good, the bad, the delicious.”

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