Irvine-based Taco Bell Corp. has tapped Cashmere to serve as its first-ever culture agency of record.
The hiring means Cashmere will handle Taco Bell’s branding strategy around sports, fashion, gaming, music and other aspects that would tie up the Mexican-inspired chain with popular cultural and social conversations.
Cashmere, which bills itself as a “lifestyle marketing collective,” is based out of Los Angeles. It counts Instagram, Facebook, Amazon, Netflix, AppleTV+, Disney and others among its client base.
“Cashmere was our clear first choice to help evolve our brand as culture and social priorities continue to advance,” Taco Bell CEO Mark King said in a statement.
The move comes as Taco Bell looks to hit a growth target announced earlier this year that would see the chain swell to 10,000 restaurants operating globally in this decade.
The company, with over 7,500 restaurants, generated second quarter revenue of $532 million for parent Yum Brands Inc. (NYSE: YUM), which was up 19% from a year ago.