Posts tagged with "Pete Davidson"

Hellmann’s quadruple dips on Super Bowl with ‘most impactful’ ad yet

December 6, 2023

Hellmann’s will return to the Super Bowl for the fourth consecutive year with another spot centered on its program combating food waste, reports Marketing Dive.

Announcing its plans, the Unilever-owned mayonnaise marketer indicated that the annual sporting event is a major source of food waste, providing a timely opportunity to promote “Make Taste, Not Waste,” which encourages creative use of leftovers. Previous Hellmann’s Super Bowl commercials have also focused on the topic, seeking to balance a purpose-led message with the entertainment value fans seek during TV’s biggest night.

“Given what we know about food waste the day after the game, there couldn’t be a more relevant moment to drive awareness and make an impact about the issue,” said Chris Symmes, marketing director of Dressings North America at Unilever, in a statement. “For the last three years, we’re proud to say that our message got people talking about leftovers—we even saw an increase in the conversation about food waste by double digits—and we have plans to make this year the most impactful yet.”

Hellmann’s will run a 30-second ad for the CBS broadcast slated for February 11 during the second quarter, the company confirmed. Agency Wunderman Thompson developed the creative.

The brand’s latest big game play follows a Super Bowl campaign earlier this year that paired actors Jon Hamm and Brie Larson, punning on their food-friendly names. The effort, which ends with a cameo from Pete Davidson, was also made with Wunderman Thompson and received a muted reception.

Hellmann’s has ramped up its football presence in recent months, inking a lifetime endorsement deal with Titans quarterback Will Levis in August. The strategy has extended to the college arena, as well, through a partnership with the SEC that included the inaugural Hellmann’s Award.

The Hellmann’s news arrives as a deluge of Super Bowl-related advertising announcements are expected in the weeks ahead as brands try to stoke anticipation for what are often exorbitantly pricey campaigns. CBS in November said it was “virtually sold out” of Super Bowl LVIII inventory, with reports suggesting the network has sought between $6.5 million to $7 million for 30 seconds of airtime.

Hellmann’s factoring a purpose-driven theme into its Super Bowl strategy also comes as parent Unilever reassesses the tactic that it helped popularize. The packaged goods giant, which is in the midst of a leadership transition, has stated that it will not force-fit purpose on all of its brands after its approach became unfocused in recent years.

Research contact: @marketingdive

Pete Davidson has saved breakfast at Taco Bell

February 10, 2023

Taco Bell reported stellar growth in 2022—a that feat executives said was achieved thanks in part to the A-list star of the fast-food chain’s recent commercials, reports Fortune Magazine.

 

Yum! Brands’ fourth quarter earnings beat Wall Street’s expectations when they were published on Wednesday, February 8; with a strong performance from Taco Bell offsetting slower growth at the company’s Pizza Hut and KFC divisions. The chain reported same-store annual sales growth of 11%, coming in way above analysts’ estimates of a 6.8% increase.

 

In the United States, Taco Bell’s sales grew 14% in the fourth quarter, which executives attributed to menu variety as well as a not-so-secret weapon: comedian Pete Davidson.

 

Davidson starred in a breakfast campaign for Taco Bell that was rolled out toward the end of last year, which saw the Saturday Night Live alum apologize for items that had featured on fast food chain’s breakfast menu in the past—like its naked egg and waffle tacos.

 

The commercial saw Taco Bell pledge to keep its breakfast menu simple.

  At the height of the pandemic in 2020, Taco Bell’s breakfast revenues took a hit when demand plummeted and a number of the chain’s U.S. outlets temporarily stopped opening before lunch. However, morning sales in Taco Bell stores across America staged a major comeback last year.

 

In the final three months of the year—as Davidson’s ads were aired—breakfast sales grew 9%, executives said in an earnings call on Wednesday.

 

David Gibbs, Yum’s CEO, described 2022 as a “landmark year” for the company, noting “encouraging progress” on the Taco Bell breakfast front.

“Building on high-profile partnerships such as Doja Cat and Davante Adams, Taco Bell brought in Pete Davidson to help drive consumer buzz for breakfast,” Gibbs said in Wednesday’s call. “This led to 9% transaction growth [on breakfast items].”

 

Rapper Doja Cat and NFL star Davante Adams both appeared in Taco Bell ads earlier on in 2022.

 

Gibbs added that Taco Bell’s “cult classic” menu item the Mexican pizza helped lift the chain’s sales—telling investors on the call that 45 million units were sold, which he said was “impressive considering it was only available for four months of the year.”

 

With elevated inflation persisting throughout 2022, Gibbs also noted that Taco Bell was able to target both high-end and value-seeking customers, thanks to its premium products like the grilled cheese burrito and its budget-friendly items like nacho fries.

 

Research contact: @FortuneMagazine