Promo Pro: Griffith McDaniel, President, Brandwell (asi/205946)

End-Client: Taco Bell Foundation

Job: Use limited-edition branded merchandise to celebrate Taco Bell team members who support the Taco Bell Foundation’s “Round Up” program charitable initiative.

Order Value: 121,500 Units

STEP 1: Execute a Savvy Self-Promotion

A strategic self-promotion can be the spark for a mega merch campaign. Griffith McDaniel’s story is evidence of that.

The president of California-based distributorship Brandwell (asi/205946) and his team created a fashion-forward belt bag with their company’s branding on it to spotlight at a Taco Bell Convention for franchisees held in autumn of 2023, at which Brandwell was an exhibitor.

Through proactive design, sourcing and communication work, Brandwell built and delivered this custom belt bag to the delight of the Taco Bell Foundation.

The distributorship was on site to get Taco Bell Foundation supporters in attendance excited about merch options to power the success of their 2024 Round Up program. Funds raised through the program go to the Taco Bell Foundation, a 501(c)3 public charity that supports youth across the nation with scholarships, educational experiences and community support.

To demonstrate the firm’s creativity to the Taco Bell Foundation and franchise owners alike, Brandwell made and gave out the custom belt bags. Brandwell selected belt bags because McDaniel and the team believed that they’ll be one of the “it” products of 2024 in the swag world.

“The belt bags were a hit with attendees and supporters of the Taco Bell Foundation who came by the booth,” shares McDaniel. “They really got good conversations going. Maybe the ultimate testament to how well they were received was that, as we were heading home, we saw people sporting the Brandwell bags at the airport.”

This self-promo belt bag that Brandwell showcased at a trade show for Taco Bell franchisees was a hit.

STEP 2: Understand the Client’s Mission

Before Brandwell could get cracking on the campaign, it was pivotal to thoroughly comprehend the client’s goals. The distributorship was strongly positioned in this regard.

McDaniel and the team had provided solutions for the Round Up program in the past.

They knew that the nationwide initiative presented Taco Bell customers and fans of the brand with the opportunity to round up their order total to the nearest dollar at check-out, whether at the front counter, at the kiosk, in the drive-thru or on the web/mobile app. The money generated by rounding up supports youth nationwide with scholarships, educational experiences and community support.

Taco Bell team members play an important role in the Round Up program by asking customers if they would like to round up their order total. To celebrate and recognize their efforts, merch rewards are offered to the top fundraising restaurants by the Taco Bell Foundation. That’s where McDaniel and the Brandwell team came in.

“It’s an incredible program, one we’re excited to support and passionate about,” says McDaniel. “Helping to make it a success is something we take very seriously.”

Over $155 Million
in grants and scholarships have been awarded by the Taco Bell Foundation for education and career readiness since 1992

STEP 3: Collaborate & Communicate

Motivated to be a top-notch partner, McDaniel and his crew delved into creating a product pitch deck with different design options for the Taco Bell-branded belt bags that would serve as recognition items to Taco Bell team members. Brandwell then advanced on to physical examples for the client to consider. “We showed samples that included different decoration methods,” McDaniel notes.

To produce custom bags and have them arrive on time to support the Round Up effort, it was important that deadlines for approvals, order submission and the like be met – something that Brandwell and the client collaborated closely upon to make happen.

Proactive backend work proved essential to success, including clear communication on expectations and deadlines with the supplier. McDaniel further shares that Brandwell got ahead of tight production window constraints by developing the creative designs for the belt bags in-house and producing tangible samples before they were requested.

“By laying out the vision we had for the product based on our close understanding of the branding and aesthetic, we were able to get to the final layout and quoting phase fairly quickly, reducing a lot of the normal back-and-forth design tweaks,” McDaniel says.

STEP 4: Provide Continued Support

Ultimately, the finished articles – featuring the Taco Bell logo subtly on the bag and Live Más branding on the belt – arrived on time without a hitch.

The relationship between Brandwell and the Taco Bell Foundation remains strong and future opportunities are in the works. “As a business owner who’s passionate about using our success for good,” says McDaniel, “being able to partner with the Taco Bell Foundation is a perfect fit for what we’re about here at Brandwell.”