The Client
One of the largest Taco Bell franchisees in the country, Border Foods is a Minnesota-based and family-owned company operating more than 230 locations across the Upper Midwest.
The Services
The Goal
Border Foods turned to Goff Public to create public relations strategies supporting the successful launch of Taco Bell Defy®, a first-of-its-kind two-story drive-thru with multiple lanes for cars and bikes. Our client wanted to ensure all Taco Bell enthusiasts knew when the innovative Brooklyn Park restaurant was opening and hiring.
Given the project’s prominence and multiple stakeholders, we knew it was essential to provide consistent, timely messaging and information sharing throughout the campaign. We achieved this by:
- Creating clear, informative key messages about Taco Bell Defy® and eye-catching visuals to explain the new concept.
- Crafting a comprehensive media relations strategy and corresponding media materials.
- Hosting a media-exclusive tour of the new restaurant, including a demonstration of the drive-thru food delivery technology.
The grand opening of Taco Bell Defy® on June 6, 2022, was a resounding success. Our public relations strategies generated positive earned media at the local, national and trade levels and significant excitement with consumers eager to experience the new concept.
33
news hits in Minnesota publications
24.3M
people reached through media coverage
New Taco Bell in Brooklyn Park is first with two stories, four lanes and two-minute promise
Star Tribune; June 6, 2022
14 Things I Learned at the Grand Opening of the Taco Bell of the Future
Racket; June 6, 2022
See Taco Bell’s new floating restaurant that delivers tacos from the sky
CNN; June 8, 2022
