Taco Bell's Hilarious, Over-the-Top Nod to the Illuminati Isn't Your Average Value Menu Campaign

The chain's CMO wants to change perceptions of the dollar menu

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If you buy something from Taco Bell’s dollar menu, then you’re part of the Belluminati, a “not-so-secret secret society,” according to CMO Marisa Thalberg. Two new 30-second spots from Deutsch nod to the Illuminati—a secret famed secret society with a storied history that we won’t get into here—with Taco Bell’s spin on it to elevate value messaging.

Taco Bell dug into consumer perceptions around QSR value menus and found that consumers viewed the value menu as a trade-off.



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