Taco Bell Is Making a Huge Deal About Its Only Branch in the Balkans

The Only Burrito in a 750-Mile Radius

By Alexandra Jardine. Published on Sep 27, 2017

Editor's Pick

If you live in America and love Taco Bell, you're lucky. If you live in Eastern Europe, not so much.

The chain is opening its first branch in Bucharest, Romania, and has worked out that it's going to be the only one in a 1208km (750 mile) radius. So, to spread the word, agencies McCann Bucharest and MRM/Romania have devised a campaign around that. It includes outdoor ads in cities including Vienna (518 miles away), Budapest (a mere 396 miles away) and Prague (812 miles away) directing people to Taco Bell, as well as a social media video, seen here, which has fun with the idea that Romania is always the last to get anything, but not this time.

It's a fun campaign that, in making a virtue of the fact that there's only one restaurant, reminds us a little of Burger King's work in France through Buzzman, where it tried to persuade people to move house to live near a branch, and encouraged people who lived near a BK to mock others that didn't.

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Sep 27, 2017
McCann Bucharest
Taco Bell Romania
Creative Team:
Catalin Dobre
MRM//McCann Romania
Creative Team:
Ioana Filip
Creative Team:
Costin Bogdan
Creative Team:
Arpad Rezi
Creative Team:
Andrei Mihailescu
Creative Team:
Radu Rebei
Creative Team:
Paula Ionescu
Creative Team:
Mihai Vasile
Creative Team:
Raluca Circo

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