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Ronald McDonald Loves Taco Bell Breakfast

It hopes the ads create a stir among consumers


In a clever marketing ploy, Yum! Brands (YUM) Taco Bell has produced television spots featuring people named Ronald McDonald praising the Mexican food chain’s new breakfast menu.

taco bell 630
Source: Flickr

The Ronald McDonald ads mark the largest marketing campaign in Taco Bell’s history. They come as Taco Bell tries to break into the fast food breakfast business, which is dominated by McDonald’s (MCD). The TV spots, created by Interpublic’s Deutsch Los Angeles, will air over the next month. More TV commercials will run later this year, AdAge notes.

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Naturally, the ads feature a disclaimer noting that the people named Ronald McDonald who appear in the spots aren’t connected to McDonald’s.

Using Ronald McDonald — or, rather, a number of people named Ronald McDonald — to take a shot of McDonald’s is likely to attract some attention from consumes. That, of course, is exactly what Taco Bell wants.

Taco Bell is hoping that its breakfast menu will take a bit of the overall breakfast fast food market, which grew 4% last year. Industry research firm NDP says fast food breakfast dining will climb 9% over the coming nine years.

YUM stock sank about 2% in Thursday morning trading, while MCD stock rose modestly. Over the past year, YUM stock has risen about 4%.

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Article printed from InvestorPlace Media,

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