The agency appointment to the Mexican-style restaurant chains account comes ahead of the planned in Essex.
The store is due to open at the end of the month and activity, created by the agency, will roll out on 21 June across outdoor, direct response ads, sales promotions and retail POS.
The agency will also be responsible for building the Yum! chains presence throughout its expansion plans in the UK.
The marketing strategy will focus on the Taco Bell's tagline and global platform, ‘Think Outside the Bun". It will be positioned as a ‘smarter fast food alternative" and target a younger audience.
In the UK, Bartle Bogle Hegarty handles advertising for KFC, also a Yum! chain, with AMV BBDO overseeing Pizza Hut.
Draftfcb also manages the US Taco Bell business through its office in Orange County, California and its Spanish business through its office in Spain.
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