If the sign of the cost of living crisis ending is a retreat from price-based marketing and deals then Taco Bell’s latest campaign suggests that the credit crunch is still in full effect. In fact the ‘meal deal’ itself has become a marketing moment in its own right.

To introduce its new ‘£3.99 Cravings Lunch Deal’, a new campaign from Taco Bell takes a cheeky swipe at the classic British meal deal to position its offering as a high-value, highly delicious alternative.

‘The Meal Deal Tacover’ created by Taco Bell and Publicis London was born from research from the agencyDY  that found lunchtime options to be bleak. 58% of respondents considered a pre-prepared sandwich and a bag of crisps to be a complete meal. And, while three-quarters (77%) of respondents have bought a supermarket meal deal in their lifetime, only 18% feel very satisfied after eating it.

Against the sorry state of lunchtime affairs, Taco Bell is presenting consumers with an alternative via a Google Maps hijack and OOH, social, and digital campaign that pokes fun at ‘big sandwich’ establishments.

Punchy copy takes aim at the meal deal as different creative executions cleverly placed near places that sell meal deals feature lines such as: "No one ever said slap-up sandwich”, “A sandwich is a slice of ham away from being just bread”, and "Nothing against tuna mayo, but it’s not a meal".

Instead, audiences are introduced to the ‘Get the Cravings Lunch Deal’ where they can get any ‘Cravings Burrito’ plus fries and a drink for £3.99. Taco Bell gives audiences the option of a much heartier deal.

The tongue-in-cheek creative executions can be found strategically placed near supermarkets while on Google Maps, Londoners searching for supermarkets around Russell Square, Camden, Southampton Row and Baker Street will also be greeted by the campaign.

User-generated images will be added to the Google Maps platform showing the campaign artwork as well as images of individuals wearing the ‘Anti-Sandwich Bored’, a sandwich board that reads: ‘Bored of sandwiches?’ and will be travelling around the streets of London.

 "Our new campaign is a playful, though important, way to challenge the uninspired lunchtime options that have dominated the UK for far too long. With the Meal Deal Tacover, we invite everyone to elevate their lunchtime choices and embrace a flavourful, value-driven lunch.” says Chet Patel, Chief Marketing Officer at Taco Bell UK & Europe.

As consumers continue to feel the pinch of the cost of living crisis, the campaign offers a way to make money stretch while embracing humour and joy.

"We wanted to take a stand against the bland and bring back excitement to the British lunch break. It’s time for Big Sandwich to move over, there’s a new lunchtime hero in town," added Noel Bunting, Chief Creative Officer at Publicis London.

Sprinkling some joy on the monotony of the meal deal, Taco Bell offers a tasty, affordable alternative to brighten up lunchtime.