Dive Brief:

• Taco Bell has again partnered with Pete Davidson, this time on an advertising push that reimagines the late-night comedian as a morning show host, per a news release. 
• The “Saturday Night Live” alum takes on the more buttoned-up moniker — and suit and tie look — of “Peter” Davidson in “Breakfast with Peter.” Debuting April 23, the spot shows Davidson broadcasting from inside a Taco Bell location as he extols the chain’s breakfast offerings.
• The creative promotes the limited-time California Breakfast Crunchwrap, which started rolling out nationwide on April 13. Doubling down on Davidson comes as Taco Bell focuses its breakfast strategy on simplicity after years of more off-the-wall concepts.  

Dive Insight:

Outside of his comedy, Pete Davidson is well-known for his colorful, streetwear-friendly fashion, frequently dyed hair and generous covering of tattoos. Taco Bell is playing on that grungy image and the actor’s late-night roots with “Breakfast with Peter,” which dons Davidson in formal attire and portrays him as a morning show host who is more toned-down, at least within the breakfast window. 

The concept aligns with the Yum Brands chain’s own shift to simplify its menu schemes. Taco Bell first partnered with Davidson in October on a campaign where he offered a mea culpa for the QSR previously taking things too far when it came to fast food. As “brand apologist,” Davidson said sorry for unusual meals from past years, including the Waffle Taco and Naked Egg Taco, while promoting more familiar, comforting options like the Breakfast Crunchwrap. 

“Breakfast with Peter'' picks up that thread to raise awareness for the California Breakfast Crunchwrap, Taco Bell’s take on a West Coast staple that is available nationwide for a limited time. Executives indicated that a more muted breakfast strategy for the “Live Más” marketer is gaining traction. 

“The engagement and reactions from our fans have demonstrated that this renewed approach is resonating with our audience and we look forward to continuing to deliver delicious and comforting breakfast foods when they spend their mornings with us,” said Taco Bell global brand chief Sean Tresvant in a statement. 

Partnering with Davidson could also help grow its breakfast daypart. Taco Bell’s first campaign with Davidson helped boost customer awareness for its breakfast daypart, leading to 9% transaction growth for the daypart, Yum Brands CEO David Gibbs said during a February earnings call. 

Taco Bell blew past analyst expectations in the fourth quarter, the period that included the initial campaign with Davidson. Same-store sales, a key metric of restaurant health, were up 11% year-over-year. Company leadership attributed the wins to the brand’s focus on value, which could be connecting as consumers grapple with inflation. Dayparts like breakfast are also more viable as people return to commuting to work.

Taco Bell’s pivot away from offbeat meal ideas contrasts with sister brand KFC. The fried-chicken chain last month resurrected the Double Down, a bacon sandwich that swaps out bread buns for two fried white-meat fillets. 

Beyond the Taco Bell work, Davidson has become a highly in-demand celebrity spokesperson. Other recent brand partnerships include campaigns for H&M, Smartwater, Hellmann’s and male grooming marketer Manscaped.