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TACO BELL® SERVES UP ALL-NEW CANTINA TACOS AND INTRODUCES CARNITAS SHREDDED PORK AND CORN TORTILLAS TO MENU FOR AUTHENTIC TASTES AT A GREAT VALUE

 

Cantina Tacos from Taco Bell® Feature Mexican Restaurant-Style Quality

Irvine, Calif., August 2, 2010 – A new line of Mexican-restaurant style tacos and all-new Carnitas Shredded Pork await at Taco Bell® starting today with the introduction of its all-new Cantina Tacos. With quality and authenticity you can see and taste, Cantina Tacos include grilled, warm corn tortillas, Premium Fire-Grilled Chicken, Premium Cut Carne Asada Steak or Carnitas Shredded Pork topped off with a chopped onion and cilantro blend and a freshly sliced lime wedge for a burst of citrus flavor.

Taco Bell has always considered itself Mexican-inspired. Now at Taco Bell, Cantina Tacos give consumers the choice to experience high-quality, freshly-prepared Mexican tacos from a quick service restaurant (QSR) that combine the traits of authentic street tacos with the familiarity of Taco Bell value.

Cantina Tacos, the newest addition to Taco Bell’s menu, are available on their own or as a combination through the Cantina Tacos Bundle with the choice of two tacos or as a Cantina Tacos Combo with the choice of two tacos and a drink. Available at participating Taco Bell locations nationwide, Cantina Tacos are available in the following three options:

• $1.49 for a CANTINA Taco (Premium Fire-Grilled Chicken, Premium Cut Carne Asada Steak or Carnitas Shredded Pork)
• $2.79 for the CANTINA Tacos Bundle (2 tacos of choice)
• $4.99 for the CANTINA Tacos Combo (3 tacos of choice with a 30oz drink)

"Our Cantina Tacos are based upon authentic-style Mexican street tacos, which are designed using simple, fresh ingredients, that customers regard as high quality,” said David Ovens, Chief Marketing Officer, Taco Bell Corp., Irvine, Calif. “Not only are they a great-tasting addition to our menu, and one that was mainly found in Mexican-style restaurants, but they’re also a great value that we know our customers love from Taco Bell. Great taste AND great value, now that’s a deal!"

Taco Bell’s Cantina Tacos will be promoted through an integrated campaign that includes TV and radio advertising, in-store promotions, Web sites and social media activity, as well as public relations. The TV advertising, handled through Draftfcb, Irvine, will include a :30 spot entitled “Calling Card” that brings to life and gives personality to the freshly sliced lime wedge, an important ingredient in an authentic Mexican Cantina Taco. The “lime” narrates the new product offering throughout the spot while a couple enjoys the new Cantina Tacos, freshly seasoned with lime. In-store signage was also handled through Draftfcb, Irvine and digital was handled by R/GA, San Francisco.

About Taco Bell Corp.

Taco Bell Corp. (“Taco Bell”), a subsidiary of Yum! Brands, Inc., (NYSE: YUM), is the nation’s leading Mexican-style quick service restaurant chain. Taco Bell serves tacos, burritos, signature quesadillas, Grilled Stuft Burritos, nachos, and other specialty items such as Crunchwrap Supreme®, in addition to the 79-89-99 Why Pay More!® Value Menu. Taco Bell serves more than 36.8 million consumers each week in nearly 5,600 restaurants in the U.S.


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