At OK COOL agency, I managed the Taco Bell UK account at a key moment when the brand was new to the UK market. My challenge was to raise awareness and adapt Taco Bell’s strong US brand voice for a UK audience. I led the development of a social-first strategy and creative concepts for TikTok, Instagram, Facebook, and Twitter, focusing on making the brand feel culturally relevant by tapping into UK pop culture and Gen Z interests.

​

To do this, I began as I do with all strategic tasks: with research. I looked at the UK food and beverage landscape, identifying brands successfully engaging Gen Z on socials and spotting cultural gaps that Taco Bell could own. We experimented with different formats and tones, played around and were open to feedback from our audience, as well as keeping a close eye on the stats and analytics. In turn, we translated Taco Bell’s brand strategy from “fast food first” to “culture-centric”, landing them square in the middle of music, pop culture delivered with a distinctly British sense of humour, with copy being vital in this approach. ​