Store-level audience intelligence drives the most successful launch in Spain

To drive awareness and footfall for the Burrito Supreme launch, Taco Bell scored stores nationwide based on sales, affinity with multidimensional audiences and visit potential. Media channels and activation moments were guided by store scoring for the brands most successful launch in Spain.

CTVDynamic DisplayprDOOH

13.5%

increase in store visits when CTV and display were combined

95.6%

CTV VTR from 763K impressions reaching 13.3% of postcode audiences

3.3M

display impressions drove 14,673 store visits at improved cost efficiency

Objetive

To build awareness and drive footfall for the Burrito Supreme launch using a store-scoring strategy guided by real sales and audience affinity data.

Solution

Taco Bell evaluated store performance nationwide by analysing sales, audience density (Centennials aged 18-34), and visit potential. Based on this, two activation strategies were implemented:

Lower-scoring stores: CTV and display to boost performance
Top-performing stores: High-impact display for reinforcement

Activation moments were aligned to audience density and store rankings, with full-day coverage in high-scoring areas and peak-time bursts in lower-scoring ones.

Results

TO BE COMPLETED

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