In October, Taco Bell enlisted comedian/actor Pete Davidson to apologize for the brand “going too far” with its breakfast innovation, noting that the morning is no time for such intensity.
The campaign was apparently a wild success. During parent company Yum Brands’ Q4 earnings call in February, CEO David Gibbs said Davidson helped “drive consumer buzz” for breakfast, which led to a 9% transaction growth during the daypart.
As they say, if it’s not broken, there is no need to fix it. And so, Taco Bell announced it is partnering with Davidson once again to promote breakfast, though this time he will play the part of “Peter Davidson” to denote a “toned down persona."