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Taco Bell Brings Back the Naked Chicken Chalupa in New Campaign

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The Campaign Created by Deutsch LA Introduces Taco Bell to the "Chicken Wars" Debate
Taco Bell Brings Back the Naked Chicken Chalupa in New Campaign

Bun-mayo-chicken-pickle-bun. Sound familiar? It should to most who have ever ventured into the sea of chicken sandwich sameness. That’s why Taco Bell is providing fans with a different way to enjoy chicken, because when everyone is a sandwich it’s better to be a taco. Starting on May 20, consumers nationwide will be able to enjoy Taco Bell’s Naked Chicken Chalupa in all its classic crispy glory. That’s right. The innovation that clucks the trend of traditional fried chicken is back and Taco Bell Rewards members can bite into it early on May 19 via the Taco Bell app.* 

“When you look at the industry, you see the same sandwich being introduced as new everywhere, but at Taco Bell, being a follower isn’t our philosophy. We’ve listened to our fans and we’re confident this is the perfect time to bring back this fan-favorite,” said Liz Matthews, Taco Bell’s Chief Food Innovation Officer. “The Naked Chicken Chalupa is just the beginning of Taco Bell’s chicken offerings this year with more unexpected menu items being introduced at a later time.” 

First introduced in 2017, the Naked Chicken Chalupa was years ahead of its time. While competitors focused on planning to introduce mirror images of the same chicken sandwich years later, Taco Bell did fried chicken differently before some did it at all. As a leader in food innovation, Taco Bell’s Naked Chicken Chalupa followed the success of the 2015 Crispy Chicken Chickstar and set the stage for the brand’s chicken dominance with the 2017 Naked Chicken Chips and Crispy Chicken Quesadilla, and most recently the test of the Crispy Chicken Sandwich Taco. With so much cluckin’ chicken history, it’s no surprise Taco Bell continues to raise the bar on crispy chicken creativity. 

The Naked Chicken Chalupa starts with all-white-meat chicken that is marinated in bold Mexican spices, rolled in a crunchy coating, and crisped to perfection. Then it’s loaded up with crisp lettuce, cheddar cheese, diced tomatoes and flavorful avocado ranch sauce. Consumers can find it a la carte for $3.49** or in a Crispy Chalupa Box for $5.99** which includes a Beef Burrito, Crunchy Taco and medium fountain drink to satisfy their Taco Bell cravings. 

Accompanying the release of the Naked Chicken Chalupa is an all new integrated ad campaign titled, “Chicken Philosophers.” Set to launch on May 23, the campaign includes a :30 and a :15 commercial that shows 18th century-style philosophers in a heated chicken debate, arguing over the seemingly indistinguishable difference between chicken sandwiches, only to be shown there’s a different way to chicken with the Naked Chicken Chalupa. 

In addition to “Chicken Philosophers” comes a mini-mockumentary, titled “The Great Chicken Wars,” because stepping into the chicken future requires understanding the chicken past, and every great (chicken) war deserves a documentary. See the video here. 

*Taco Bell Rewards (Beta) program is available for a limited time only and is subject to termination at Taco Bell’s discretion and terms and conditions

**At participating US locations for a limited time only. While supplies last. Drinks exclude freezes. Contact local restaurant for prices, hours and participation, which vary. Tax extra.

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Client Credits

VP Marketing Activation: Sasha Wolfe

Senior Director of Advertising: Ashley Prollamante

Sr. Manager, Public Relations & Brand Experience: Matt Prince

Food Consultant: Carolyn Avelino


Deutsch LA Credits and Titles
Creative Credits

Creative Director: Jeremiah Wassom

Creative Director: Armando Samuels

Senior Art Director: Kevin Descardes

Senior Copywriter: Matt Garcia

Executive Producer: Paul Roy

Senior Producer: Chris Schaldenbrand

Music Director: Chip Herter

Music Coordinator: Will Eichler

Account Management Credits

Group Account Director: Matt Matzen

Group Account Director: Katie Klages

Account Supervisor: Natalie Brock

Senior Account Executive: Kristen Engasser


Account Planning

Group Planning Director: Kelsey Karson

Senior Strategist: Sara Singh


Business Affairs/Traffic

Executive Business Affairs Manager: Ken Rongey

Executive Broadcast Traffic Manager: Courtney Tylka

Production Company
HUNGRY MAN

Dave Laden: Director

Mino Jarjoura: Executive Producer / Managing Partner

Dan Duffy: Director Executive Producer / Managing Partner

Caleb Dewart: Executive Producer

Marian Harkness: Head of Production

Omar Bustos: Producer

Christopher Hoggard: Production Supervisor

Editorial/Finishing Company
Nomad

Jai Shukla: Editor

Henry Carroll: Assistant Editor

Justin Ladd: Post Producer

Flame Artist: Brian Robinson

Color Correction Company
Apache

Arianna Shining Star: Colorist

Chris Lam: Color Assistant

Stefanie Schaldenbrand: Head of Production

LaRue Anderson: Executive Producer

Music Company
Caya

Kiki Einziger: Executive Producer

Ben Einziger: Executive Creative Director

Mix House
Formosa Group

John Bolen: Mixer/Sound Designer

Brendan Gates: Audio Assistant

Lauren Cascio: Executive Producer

Genres: Storytelling

Categories: Media and Entertainment, TV and Radio

Deutsch LA, Wed, 19 May 2021 08:01:08 GMT