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Taco Bell is turning a food trend on its head with a campaign of anti-cooking videos.

Mar 17 2016

Taco Bell is turning a food trend on its head with a campaign of anti-cooking videos. Playfully mimicking how-to food clips from Tastemade and BuzzFeed Tasty, Taco Bell highlights how they “make the process of cooking seem simple and fun, [but] the reality of trying to recreate them yourself tends to turn out much different.” In one spot, after someone humorously fails to create their own homemade egg sandwich, an image of Taco Bell’s quesadilla appears with the caption, “or you could get this for $1.” Taco Bell says they weren’t mocking other brands but instead “trying to tap into a consumer insight that we’ve all experienced in one form or another.” (Digiday)