Fast-food chain Taco Bell Canada has partnered with Canadian musician Preston Pablo to create an original track for its Messy Together campaign. The 30-second commissioned song was written and recorded by the Juno Award-winning artist and aims to capture the essence of the Taco Bell brand in embracing differences and breaking the status quo. “Messy Together” is all about being with friends who accept each other’s authentic selves, even when things get messy. The collaboration with Canadian talent highlights the company’s commitment to giving local and emerging artists a larger platform to share their voices.
Rohit Sharma, Senior Marketing Manager at Taco Bell Canada, said that every time Canadians hear the track, they will want to satisfy their Taco Bell cravings with friends. Born and raised in Timmins, Ontario, Pablo is best known for his recent hit “Flowers Need Rain” with Banx & Ranx, which achieved triple platinum status. With much more to come in 2023, Preston is ready to launch new music as the JUNO Awards’ 2023 Breakthrough Artist of the Year.
“I grew up eating Taco Bell – a Crunchwrap Supreme with a side of Nacho Fries Supreme is my go-to order,” said Preston. “So, it was a no-brainer when I was asked to be part of this campaign. Messy Together is confident, fun, and playful, and I wanted to write lyrics to match this tone.”
Taco Bell Canada’s Beautiful Mess campaign, created by Denstu Creative, was launched last year to celebrate the mess that comes with enjoying a delicious Taco Bell meal and encourage Canadians to embrace what makes them unapologetically themselves. “Messy Together marks an evolution of the brand campaign by showcasing the beautiful friendships that Gen Z have with all their ups and downs,” said Maxime Sauté, Executive Creative Director at Dentsu Creative.
According to Sauté, Taco Bell Canada plays the role of a catalyst in the bridging and building of these friendships, with food central to these key moments in a friendship, whether it’s good, bad or just plain delicious.
SOURCE: Taco Bell Canada
