Congratulations to Taco Bell for just being selected as this year’s “Marketer of the Year” by Advertising Age.

Here’s why Taco Bell was chosen, as reported by Maureen Morrison:

“The 50-year-old chain is in innovation overdrive, churning out a string of hot products, game-changing menus, and an aggressive mix of traditional, social, and digital marketing that’s hitting the mark with millennials. Taco Bell in 2012 posted an 8% increase in U.S. same-store sales — more than twice the 3.3% gain of industry leader McDonald’s — after the most-successful product launch in the company’s history. It took three years and 45 prototypes to launch Doritos Locos Tacos, which sold 100 million in the product’s first 10 weeks. And it’s a franchise that keeps on growing. In March of this year, Taco Bell rolled out Cool Ranch Doritos Locos Tacos and, in August, Fiery Doritos Locos Tacos. Taco Bell has sold more than 600 million of the original and Cool Ranch tacos in the U.S. since the introduction nearly a year and a half ago.”

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Photo by Brad Swonetz for Advertising Age