Taco Bell's "Fourthmeal" campaign was a marketing initiative aimed at promoting late-night dining and positioning Taco Bell as a go-to destination for people looking for a late-night snack or meal. The campaign was introduced in the mid-2000s and was a part of Taco Bell's strategy to extend its operating hours beyond traditional dinner times and capture a larger share of the late-night fast-food market.

Here's an explanation of the campaign:

1. Concept:
The concept of "Fourthmeal" was built around the idea that there are three traditional meals in a day: breakfast, lunch, and dinner. Taco Bell wanted to create a new meal occasion, the "fourth meal," which would occur late at night, typically after dinner and before breakfast. This meal occasion was designed to cater to night owls, college students, and anyone looking for a satisfying snack during the late hours.

2. Menu:
Taco Bell's "Fourthmeal" campaign featured a special late-night menu with a variety of items that were available during extended hours, typically until 1 AM or later. The menu included both traditional Taco Bell favorites and unique offerings designed to appeal to late-night cravings.

3. Marketing:
Taco Bell heavily promoted "Fourthmeal" through various marketing channels, including television commercials, social media, and in-store signage. The advertising emphasized the idea that Taco Bell was the perfect place to satisfy your late-night hunger, highlighting the convenience and affordability of their late-night offerings.

4. Branding:
The campaign played on Taco Bell's brand identity as a fun and innovative fast-food chain. The "Fourthmeal" concept added an element of excitement and novelty to the brand, positioning Taco Bell as a late-night destination with a distinct identity.

5. Success:
Taco Bell's "Fourthmeal" campaign was successful in increasing late-night sales and driving traffic during non-traditional dining hours. It became a memorable part of Taco Bell's marketing history and contributed to the brand's reputation as a go-to option for late-night dining.

6. Evolution:
While the "Fourthmeal" branding did not be as prominent today, Taco Bell has continued to offer late-night menus and promotions to cater to the late-night crowd. The concept of late-night dining remains an essential part of Taco Bell's business strategy.

In summary, Taco Bell's "Fourthmeal" campaign was a marketing effort to establish a new meal occasion and promote late-night dining at Taco Bell locations. It successfully attracted customers during non-traditional hours and reinforced Taco Bell's brand as a convenient and tasty choice for late-night cravings.