Why a New Taco Bell Location Is Being Advertised Up to 750 Miles Away

Bucharest, Romania, can't contain its good fortune

Romania doesn’t get exposed to a lot of Western culture before other places. But Taco Bell, if you can call it culture, is arriving in the Romanian capital of Bucharest before many other neighboring Eastern European cities. In fact, when the Bucharest location opens in October, it will be the only Taco Bell in a 750-mile radius.

McCann is celebrating this anomaly with a fun media buy. It’s advertising the new Taco Bell location—or rather, boasting about it—with ads in Budapest, Hungary (396 miles away); Vienna, Austria (518 miles away); and Prague, Czech Republic (644 miles away).

“It’s only a mere 1 hour and 15 minutes away from Rome. By plane,” the agency says in a deadpan statement. (McCann Bucharest and MRM//McCann Romania worked together on the campaign.)

“Anybody from the region can enjoy a Crunchy Taco, a Fajita Burrito or a tasty Quesadilla from Taco Bell and visit Bucharest at the same time. It’s only a flight away. Or a slightly longer drive. But hey, you get plenty of time to enjoy the view.”

Here are examples of the teaser ads in Prague:

In Budapest:

And in Vienna:

And here is the case study:

CREDITS
Client: Taco Bell
Agency: McCann Bucharest & MRM//McCann Romania
Creative Team: Catalin Dobre, Ioana Filip, Costin Bogdan, Arpad Rezi, Andrei Mihailescu, Radu Rebei, Paula Ionescu, Mihai Vasile, Raluca Circo