The 'Breakfast Defectors' campaign is a novel marketing initiative that aims to promote Taco Bell breakfast and encourage young people -- particularly those belonging to Generation Z -- to reconsider their breakfast fast food options. This ad encourages consumers to break from conventional culinary habits and stand out.
The campaign, created by Deutsch LA, includes a series of Cold War-era propaganda-inspired posters scattered around various major markets. A number of celebrities and social media campaigns have also been roped in to encourage Generation Z to consider a Taco Bell breakfast.
This Taco Bell campaign aims to highlight how fast food breakfast has become old, boring and routine and requires a revamp. The ad also ties into the desire of Generation Z -- like generations before them -- to stand out amongst the crowd and be different.