Taco Bell Names Cashmere as its First-Ever Culture Agency of Record

By Kyle O'Brien 

Lifestyle marketing agency Cashmere has been named Taco Bell’s culture agency of record, a first for the brand. The Los Angeles agency will utilize its strategies in social media, creative, digital trends, experiential and influencer marketing to lead Taco Bell’s cultural strategy.

The fast food chain has a history of leading culture, with its movie trailer-like ads for Nacho Fries, its colorful hotel, and even using the moon as a signal for a free taco, and now it looks to Cashmere to take it to the next level.

“Cashmere was our clear first choice to help evolve our brand as culture and social priorities continue to advance,” Mark King, CEO of Taco Bell Corp., said in a statement. “There’s no agency more well equipped to build authentic connections with diverse and multiethnic audiences, and we feel honored to tap into their superpower.”


The agency hopes to help Taco Bell tap into new customers through social nuances and cultural diversity. Cashmere has helped numerous brands, including Google, Instagram, Facebook, BMW, Danone, Amazon, Hulu, Disney and others with its creative strategies.

“Taco Bell is one of the most innovative and globally iconic quick service brands of our time whose distinct commitment to culture transcends boundaries,” Ted Chung, founder and chairman, Cashmere, said in a statement. “We are philosophically aligned in our belief that when there is greater harmony between communities and brands, progress can be more fully realized. It is a dream to come together and supercharge our capabilities.”