“Hey Taco Bell, The Illuminati is not a frivolous subject.”
At approximately 9:32 PM on January 8, 2018, Charlie Daniels, of the famed Charlie Daniels Band, fired that tweet out into the ether. I like to think that at the time, then 81-year-old Charlie was flustered, having been pushed over the edge by one Taco “Belluminati” ad too many, sandwiched between his diet of far-right conservative news and QVC (I’m guessing).
Old Charlie was angry, scared, and spiteful at a conglomerate that he, assumedly, viewed as upholding the status quo. In his eyes, Taco Bell was part of the problem. It was a fast food chain serving as one of many pillars of the all-seeing eye that subjected the masses and force-fed them into a blind stupor.
And it was true. Taco Bell fed the stuporous into the wee hours of the morning. Around 1 or 2 AM on weekends, drive-thru lane traffic would extend around the parking lot and out into the street at Taco Bells across America. One could assume that the unseen Illuminati masters were pleased at such a turnout, at such a blind eye given to the real evils that plagued the world beyond the enticing glow of a warm, crisp Chalupa. The ad campaign was tribalism at its finest.
“How do you get into a secret society where enlightened people are enjoying all of this decadence?” Taco Bell CMO Marisa Thalberg told AdWeek in an interview shortly after the campaign launched. “Well, entry is a dollar, admission is a dollar, so it’s a not-so-secret society.”
According to Thalberg, the point of the Belluminati campaign was to bring awareness to Taco Bell’s value menu alongside fostering a community foodie fans.