Business

Taco Bell name-drops competitor’s mascot for its reality TV commercials

This image captured from a Taco Bell television ad shows one of the Ronald McDonalds eating a breakfast menu item.
Taco Bell via TaylorStrategy/Associated Press
This image captured from a Taco Bell television ad shows one of the Ronald McDonalds eating a breakfast menu item.

NEW YORK — Taco Bell is name-dropping an unlikely clown to promote its new breakfast menu — Ronald McDonald.

The fast-food chain will begin airing ads Thursday that feature everyday men who happen to have the same name as the McDonald’s mascot known for his bright red hair and yellow jumpsuit. The marketing campaign is intended to promote Taco Bell’s new breakfast menu, which features novelties like a waffle taco.

The chain, owned by Yum Brands Inc. of Louisville, Ky., is looking to boost sales by opening most of its roughly 6,000 US stores a few hours earlier, at 7 a.m., starting this week.

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But Taco Bell has a long way to go to catch up with McDonald’s, the number one player in breakfast with 31 percent of the category, according to market researcher Technomic. Egg McMuffins and other items have been consistent sellers for McDonald’s over the years, with breakfast accounting for about 20 percent of the company’s US sales.

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By comparison, a Yum executive has said breakfast accounted for just 4 percent of sales when it was being tested at Taco Bell stores in select markets. That was before national marketing began, however, and Taco Bell president Brian Niccol said in a phone interview that the goal was to get the figure to a level ‘‘much greater than that.’’

Niccol concedes that the real-life Ronald McDonalds were paid for their appearances in the ads, but insists that their enthusiastic reactions to the food were real.

‘‘All of them resoundingly loved the food,’’ he said.

Taco Bell’s ad agency, Deutsch LA, found about 400 men and women with the name Ronald McDonald, Ronnie McDonald, or some variation, Niccol said. A couple of dozen were selected to represent different regions around the country including Bossier City, La.; Chicago; Dubuque, Iowa; Kane, Pa.; and Worcester, Mass.

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The men show their approval of the food with comments like, ‘‘It’s not messy,’’ ‘‘Mmm, wow,’’ ‘‘Mmm, real good,’’ and ‘‘It has everything I like.’’

In case it wasn’t clear, tiny print at the end of the ad notes that, ‘‘These Ronald McDonalds are not affiliated with McDonald’s Corporation and were individually selected as paid endorsers of Taco Bell Breakfast.’’

‘‘We like to do things with a wink and smile,’’ Niccol said. ‘‘We have a sense of humor.’’

A representative for McDonald’s Corp. did not respond to a request for comment.