Super Bowl ads are often the pinnacle of advertising creativity and cultural relevance. But with Taco Bell's return after a three-year hiatus, how do you craft a campaign that doesn't just capture attention but also becomes a moment fans will never forget?

Joining us today are two creatives reshaping the way we think about food, culture, and branding: Guto Araki, Founder and CEO of Biite, and Alex Jacobs, Co-Founder and COO. Together, they’ve been at the forefront of some of the industry’s most groundbreaking campaigns, including Taco Bell’s much-anticipated 2025 Super Bowl ad and Resy’s upcoming brand campaign. Biite began as a platform for limited-edition collaborations with chefs and restaurants and has evolved into a powerhouse agency creating unforgettable campaigns for some of the biggest brands.

About Biite

Guto and Alex originally started Biite in 2021 as a food culture collaboration studio that connects emerging chefs and culinary creatives to drop super limited, one-of-a-kind food items and experiences. This expertise and deep understanding of what’s happening in the food industry coupled with their background in advertising led to brands such as Taco Bell turning to Biite for food-focused campaign ideas.

About Guto Araki

Guto Araki, Founder and CEO

Award-winning advertising creative behind Taco Moon, Taco Swap, Taco IRL, #IseeATaco, Test Kitchen, Emoji Engine, Quesalupa and others. Former Executive Creative Director of Taco Bell NA & Global.

About Alex Jacobs

Alex Jacobs, Co-founder and COO

Alex is a seasoned marketer with 20 years of experience leading iconic brands including American Express, Taco Bell, The New York Times, Google and many more.

RESOURCES

Biite: https://biite.club/

Taco Bell 2025 Big Game Teaser | Photobomb feat. Doja Cat

Resy - Right This Way

Success of the Taco Bell campaign and other work can be found on Biite’s Instagram.

Don't miss Medallia Experience 2025, March 24-26 in Las Vegas: Registration is now available: https://cvent.me/AmO1k0 Use code MEDEXP25 for $200 off registration

Register now for HumanX 2025. This AI-focused event which brings some of the most forward-thinking minds in technology together. Register now with the code "HX25p_tab" for $250 off the regular price.

Connect with Greg on LinkedIn: https://www.linkedin.com/in/gregkihlstrom

Don't miss a thing: get the latest episodes, sign up for our newsletter and more: https://www.theagilebrand.show

Check out The Agile Brand Guide website with articles, insights, and Martechipedia, the wiki for marketing technology: https://www.agilebrandguide.com

The Agile Brand podcast is brought to you by TEKsystems. Learn more here: https://www.teksystems.com/versionnextnow

The Agile Brand is produced by Missing Link—a Latina-owned strategy-driven, creatively fueled production co-op. From ideation to creation, they craft human connections through intelligent, engaging and informative content. https://www.missinglink.company