AUGUST 1

"THE 'FOURTHMEAL' CAMPAIGN IS NOT ENCOURAGING PEOPLE TO EAT A LITERAL FOURTH MEAL"

by    |  DALLAS BRAND STRATEGY


From KLTV-TV in Tyler, TX:

Ask people to name the three meals in a day, and they can do it without any problem. But ask them about the 'fourthmeal', and very few of them know what you're talking about.

Signs are popping up on Taco Bells across the country advertising late night hours where Americans can pop in for a 'Fourthmeal,' a meal the company says comes between dinner and breakfast. They hope it will eventually be as popular as brunch.

Health care workers we spoke with were alarmed by Taco Bells 'Fourthmeal' campaign. They say with one-half of adult Americans overweight, and one-third of children overweight, the last thing Americans need is a 'Fourthmeal.'

Rob Poetsch is the Director of Public Relations for Taco Bell.

He says the 'Fourthmeal' campaign is simply a way to stand out in the sea of other late night fast food options.

"The 'Fourthmeal' campaign is not encouraging people to eat a literal fourth meal. It is actually branding a meal that people are already eating," says Poetsch.

Did someone actually come up with that line as a talking point?

Our guess is the ad folks cooked up the "Fourthmeal" brilliance and then simply dropped it in the PR folks' lap -- much like a hand grenade.

Questions about branding? Check out our strategic branding workshop.

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