Fast food has long been blamed as a culprit of obesity Taco Bell already had a healthier menu option, yet consumer perception was negative, and sales were unsuccessful. We needed to generate interest in an existing offering, to bring customers into our stores. The Drive-Thru Diet menu was introduced, using Taco Bells 5,800 drive-thru locations nationwide, as a way to grab food to a way to grab control. Using a fully integrated shopper marketing campaign, we repositioned the competition, reframed the Taco Bell brand, and achieved successful business results.