Taco Bell’s Chicken Nuggets are Back and So Confusingly Good They Have Gabby Windey Asking: Is Taco Bell a Chicken Place or a Taco Place?!

“We’re a taco place doing chicken our own way and like all our best moments, it’s a little unexpected – because we’ve never been about following the rules,” said Taco Bell’s Chief Marketing Officer, Taylor Montgomery. “The demand for our nuggets was off the charts, which is why we’re looking at making crispy chicken permanent to give our fans what they are telling us they want. We know we’re not the usual name in crispy chicken, but our nuggets speak for themselves — they’re bold, different, and unmistakably Taco Bell.”

The campaign is anchored by Gabby Windey, reality TV star and host of the “Long Winded” podcast known for appearances on The Bachelor, Dancing With the Stars and most recently, winner of the third season of The Traitors. The partnership, brought to life by Deutsch, features two campaign films airing 4/24 through 6/18 across TV, CTV and digital. In the feature spot, Windey is enjoying Taco Bell nuggets in her car while in dialogue with the narrator who is crashing out over an identity crisis because of how many people love Taco Bell’s nuggets. The work will also be supported by posts across Gabby’s social media.

Taco Bell is taking it even further by publicly crashing out over this chicken identity crisis. Be sure to follow along across Taco Bell’s social media. Because Taco Bell is a taco place, not a chicken place. Or is it actually a chicken place?!

“Taco Bell’s Chicken Nuggets are so confusingly good it has us asking: Is Deutsch an agency that works for a taco place, or a chicken place?” said Declan Byrnes-Enoch, SVP, Group Creative Director, Deutsch. “That spiraling ultimately fueled the strategy behind this campaign–lean into the confusion and give a peek behind the curtain into a very real chicken identity crisis to let America know that with the return of Chicken Nuggets by popular demand, Taco Bell is indeed a chicken destination. But also a taco place…that has amazing chicken!”

And Nuggets are just the beginning. We’re dropping a whole new menu of confusingly good takes on Crispy Chicken. From Nuggets to Crispy Chicken Tacos and Burritos, Taco Bell’s next step on the journey to making Crispy Chicken part of the permanent menu is only getting started.