Environment Matters in Advertising

I was watching the Food Network the other night and was surprised (stunned, really) when a Taco Bell commercial came on. 

The incredible thing about the fracturing of media is that the content can now be very narrowly programmed.  So, all of the content on the Food Network is about food .... and aimed at foodies.  In that programming environment, the advertiser can feel assured that the audience will be receptive to messages about kitchen equipment, ingredients, travel, high end restaurants and other topics that foodies may be interested in. 

So, I was very surprised to see Taco Bell in this environment.  Don't get me wrong.  I used to do the local advertising for Taco Bell in Hawaii ... and it is a fine product for the right target group.  The logical target group for Taco Bell is heavy users of fast food.  These people (mostly younger men) want to fill up ... for not very much money.  They're not necessarily thinking about quality. 

I think that, in the past, Taco Bell has had a reasonably good position aimed at these guys (yes, they're
mostly guys).  "Think Outside the Bun" told these users who go to fast food operations multiple times a week that Taco Bell is a great break from a burger routine.  But Taco Bell, despite its many benefits, isn't necessarily going to be a strong competitor when it comes to quality food and foodie interests.

So, in crude terms, the Taco Bell advertising on the Food Network delivered eyeballs for the client.  But probably not their hearts and minds (or stomachs).