Taco Bell will roll out an integrated campaign for its new Drive-Thru Diet menu in the first quarter of 2010. In addition to traditional advertising, digital and in-store elements, the campaign will feature a long-form infomercial.
Starring in the infomercial is Christine Dougherty, a woman who inspired the new menu options after announcing that she lost 40 pounds primarily by ordering “fresco” options from the Taco Bell menu. She will appear in the piece along with NBA dietitian Ruth Carey.
The campaign’s digital elements, which include Web sites and social media, were created by Draftfcb Orange County and R/GA San Francisco. Taco Bell representatives were not available at press time for comment on the infomercial.
Carl’s Jr, another quick-serve restaurant, also recently launched a campaign for a new healthier line. Like Taco Bell’s, that campaign features social media elements.