Irvine-based Taco Bell Corp. said it’s created the honorary role of chief impact officer for Grammy Award-winning artist Lil Nas X that will have him linking with the chain on its Taco Bell Foundation, marketing efforts and employee experiences.
The first of the partnership deal will be tied to Lil Nas X’s (né Montero Lamar Hill) new album “Montero.” The music artist will also appear in a Taco Bell breakfast campaign and assist in handing out scholarships through the Taco Bell Foundation’s Live Más program.
Additional collaborations between the two are expected to be announced in the fall, the company said.
This is the latest news on the marketing front for Taco Bell, which now counts over 7,500 restaurants that helped generate $532 million in the second quarter.
The company earlier this month said it hired Los Angeles marketing agency Cashmere as its first-ever culture agency of record. Cashmere is tasked with strategy around fashion, gaming, music and other ties between Taco Bell and pop culture.
The push comes as the company looks to aggressively grow its footprint to some 10,000 restaurants globally in this decade.