Taco Bell has never been one to play by the rules of fast food, and their latest innovation, the Crispy Chicken Nuggets, is no exception.
The fast food chain’s new campaign showcases Taco Bell’s spin on this fast food staple – nuggets with a jalapeño buttermilk marinade and a distinctive breading that includes crushed tortilla chips. Accompanying them are three sauces, including the new Hidden Valley™ Fire Ranch Sauce, which blends Taco Bell’s signature heat with the classic coolness of Hidden Valley Ranch.
Here’s what iSpot’s Creative Assessment platform revealed on actual viewer response to the campaign.
The Details:
- Not surprisingly for the QSR category, the :15 “Don’t Be So Nuggative” which was the most product-focused of the ads released, drove the strongest intent – boasting a +7 point advantage over the average category spot over the past year:
- 74% of all American viewers reported positive intent after a single viewing of this :15 spot. This ad sparked the strongest Yummy response in viewer comments, as detailed in emotional profiling. The ad was also received as the most Authentic, with humor and Value also conveyed.
- The “Negative Nully” :30 and :15 sparked 71% and 66%, respectively to consideration, with all three evoking Curiosity.
- 74% of all American viewers reported positive intent after a single viewing of this :15 spot. This ad sparked the strongest Yummy response in viewer comments, as detailed in emotional profiling. The ad was also received as the most Authentic, with humor and Value also conveyed.
- Modeling of the past three years of Taco Bell ads to uncover the creative aspects that drive higher purchase intent reveals that such ads strongly convey Likeability, Relevance and grab Attention, with Information and a sense of Change contributing but to a lesser and about equal extent (referenced by the blue Optimal Profile bars on the right-hand side of the chart below):
- The green bars compare the :15 “Don’t Be So Nuggative” to that Optimal Profile (still right side of the chart) and indicate that the new ad knocked it out of the park on Change and Information and delivered some Likeability and Relevance.
- In contrast, the :30 “Nuggative Nelly” (second chart below) profiled against the Optimal well in Attention, Information and Change, but was not perceived by viewers as Likeable or Relevant to the extent of Taco Bells ads driving higher intent.
- The impact on purchase intent is reflected in the left side of each chart, with the plot of ads (the subject ad highlighted in green again) indicating this underperformance in Likeability and Relevance for the :30 spot would translate to a lower intent than other ads, and lower than the :15 “Don’t Be So Nuggative.”
- Armed with this information on each of Taco Bell creatives (ads can be pretested to confirm potential even before airing), the fast food chain’s media team could allocate budget accordingly to optimize business results.
- Note that other brands will have their own unique Optimal profiles.
- The green bars compare the :15 “Don’t Be So Nuggative” to that Optimal Profile (still right side of the chart) and indicate that the new ad knocked it out of the park on Change and Information and delivered some Likeability and Relevance.
- “Don’t Be So Nuggative” achieved at- to above-norm response for the category across age/gender (leading to the stronger intent):
- Perhaps driven by some response to the primary female “Nelly” character, the Nuggative Nelly ads struggled a bit more to connect with male viewers. The :30 appealed more strongly to younger females.
- Viewer comments indicate mixed reactions to the option of chicken nuggets at Taco Bell, with some confused as to how the item fits with the Mexican/taco profile; however, others were pleased to have additional variety for themselves and/or family members.
- The inclusion of the sauce(s) and tortilla chip coating seems to have been key in addressing the question of menu fit, and might have driven the higher Likeability and Relevance achieved by this ad vs. the Nuggative Nelly ads.
- Perhaps driven by some response to the primary female “Nelly” character, the Nuggative Nelly ads struggled a bit more to connect with male viewers. The :30 appealed more strongly to younger females.
Sample comments on “Don’t Be So Nuggative” :15
“This ad was very appealing. The visual display of the chicken up close, and split open, made me really want the product. Adding the flare of dipping sauce and a ranch bottle really drew me in as well. Most of all, it was very appealing to see that Taco Bell is taking a step forward with their food selections. This will be great when I want Taco Bell, and my picky eater can make a good choice rather than having to go to another restaurant.”
Female 36-49
“I love Taco Bell but I wish they would focus on things like queso and fish tacos instead of all these American fair food like chicken nuggets. I can go to Dairy Queen and Sonic and get Frito burritos and dip them in queso. I don’t go to Taco Bell to eat chicken nuggets. They are missing the mark badly.”
Male 21-35
“This advertisement made me hungry. It was really nice to see that Taco Bell had recently just added some chicken nuggets on their menu. A lot of different kinds of chicken is my favorite food to eat, whether it’s chicken nuggets, chicken strips, chicken patties, or even chicken wings. Definitely makes me want to go try some of Taco Bell’s new chicken nuggets.”
Male 36-49
“I love Taco Bell and to see them expanding their menu is great. I will definitely be trying this product in the future. The play on words was very good. They showed that you can mix the sauces to make a new sauce and I will definitely be trying that as well.”
Female 16-20
“I think it was very interesting. The visuals were great and made you feel hungry and it showed the product in a great way. Also very different for a taco place to sell chicken nuggets and I feel like that would bring more people in to try them.”
Male 16-20
“Definitely on the higher end – I think the ad shows the food in a more natural state, which makes it more appealing. This in comparison to the other brands like McDonald’s where food looks completely fake in commercials.”
Male 16-20
“At first I was skeptical when I heard Taco Bell was expanding to chicken nuggets since it seemed off brand. But knowing that the breading is made from tortilla chips makes it tie in a little better.”
Male 36-49
“Honestly I was confused as to why they sold nuggets so including that its breading is from tortilla chips and they have a special hot sauce for it is pretty smart marketing. Honestly I’d try it.”
Female 16-20
- These results suggest a favoring of the :15 “Don’t Be So Nuggative” in forward media plans for the brand, with broad reach appropriate:
- iSpot media measurement through 1/5/25 (since 12/19 launch) reflects a slight favoring of this creative on linear.
- Streaming SOV reveals a bit higher support behind the Nuggative Nelly spots.
- iSpot media measurement through 1/5/25 (since 12/19 launch) reflects a slight favoring of this creative on linear.
- The Taco Bell ad driving the strongest intent over the past 90 days was the brand’s “Luxe for Less: Gordita, Tacos, 5-Layer Burrito, and Chips” :30:
- Below are purchase intent rates for the top ten QSR ads featuring chicken items over the past 90 days:
Advertisers need to identify the creative that will drive business outcomes and ensure that in-market execution aligns against the highest potential ads.
Schedule a demo to find out how your brand can partner with iSpot to quickly solve both challenges simultaneously, delivering high-performing creative while boosting the effectiveness of planning and in-market execution to achieve—and outperform—campaign objectives.