#635: Taco Bell's Return to the Big Game and Creating a Successful Niche Agency with Guto Araki and Alex Jacobs, Biite

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.

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