What began as a sly snipe about house affordability, that younger people can’t afford a home because they spend on avocado toast instead of saving has become a “truth”. Repeated time and time again by television commentators, entrepreneurs and social media users it has been absorbed into culture, becoming one of the internet’s most persistent financial myths.
Well, independent creative agency, Fuego Camina Conmigo, and Taco Bell Spain have set out to quash it. Instead of simply launching another promotional giveaway, the campaign transforms one of the internet’s best-known economic memes into a tangible reward with real financial value.
To celebrate the return of its Guacamole Chicken Burrito, the brand has launched Guacabono, with the promise, the first avocado that helps pay your rent. The campaign will cover up to one year’s rent for customers who purchase any Taco Bell menu item containing guacamole and fill in the entry.
According to the latest Youth Emancipation Observatory published by the Spanish Youth Council, only 14.5% of Spaniards aged 16 to 29 currently live independently, meaning that 85.5% still live with their families – the highest figure recorded since the study began. For those who do rent, the average rental cost now represents 98.7% of a young person’s average salary, while purchasing a home requires an average down payment of nearly €66,900, equivalent to almost five years of gross income.
“The return of our Guacamole Chicken Burrito is one of the moments our fans look forward to most every year. We wanted to celebrate it with something that goes beyond the product itself. Guacabono is our way of giving something meaningful back to the people who enjoy it the most,” stated Beltrán Romero de Lecea, marketing manager at Taco Bell Spain.
Credits:
Client: Taco Bell Spain
European Marketing Director: Marion Racine
Marketing Director, Taco Bell Spain: Alfonso Antón
Marketing Manager: Beltrán Romero de Lecea
Creative Agency: Fuego Camina Conmigo
CEO & Co-Founder: Bruno Basanta
Head of Strategy & Co-Founder: Luis Conde
Strategy Director: Natalia Carranza
Strategic Planner: Neo Galceran
Executive Creative Director: Uri Fernandez Tur
Creative Director: Álvaro Florez
Creative Supervisor: Ana Pintané
Art Director: Iñaki Sánchez
Junior Art Director: Rita Iaccarino
Social Media Director: Gerard Arias
Social Creative: Iván García
Head of Content: Guillermo Gamboa
Content Creative: Laura Lorenzo
Junior Content Creative: Marta Martí
Client Services Director: Helena Grau
Account Director: María Jorba
Account Supervisor: Julia Araújo
Account Executives: Pol Álvarez & Lucía Fernández
Production Director: Rubens Pérez
Creative Producer: Sergi Silvestre
Post-Production: Xus Aparicio
Head of Studio & Digital Production: Cristian Jerónimo
Production Company: ASA
Executive Producer: Arnau Arias
Director: Es-tres
Director of Photography: Rubén Arellano
Producer: Allen Sanabria
Production Manager: Aroa Vidal
Casting Director: Natalia Sepúlveda
Production Designer: Paula Vegas
Editor: Jorge Criado
Colourist: Noemí Lallave
VFX Artist: Andres Prieto
Sound Design: José Plaza
Photographer: Eduardo Fernández-Montes
Public Relations: Quique Comms DPT
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