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The Rich Taste of Succulent Shrimp Returns to Taco Bell without the Pricey Cost

Irvine, Calif., March 9, 2011 - It's no longer just about who you know - but knowing where to go. Starting this week, everyday foodies craving succulent shrimp can look past the nearest yacht party or invite-only gala, and turn to Taco Bell® for its Pacific Shrimp Taco and NEW Pacific Shrimp Burrito. Filled with tasty ingredients and shrimp marinated with chipotle seasonings, the limited-time menu items will satisfy mouth-watering hunger for shrimp - all while offering red-carpet taste for less green.

The Pacific Shrimp Taco and Burrito deliver a flavorful, premium protein option to Taco Bell's extensive list of high-quality, freshly prepared menu items. In every Pacific Shrimp Taco, six premium shrimp are tumbled in a "waterfall" of chipotle marinade including pepper, onion, garlic and paprika. In addition to the savory shrimp, the Pacific Shrimp Taco is topped off with crisp shredded lettuce, fiesta salsa and avocado ranch sauce, then wrapped together in a warm flour tortilla. The Pacific Shrimp Burrito features the same ingredients plus Taco Bell's three cheese blend and red strips.

"Shrimp lovers don't need to crash a fancy party to enjoy premium, seasoned-to-perfection shrimp," said David Ovens, Chief Marketing Officer, Taco Bell Corp., Irvine, Calif. "That's why we've re-introduced the Pacific Shrimp Taco while adding the NEW Pacific Shrimp Burrito -- giving them quality taste at an incredible value that you can only find at Taco Bell."

Taco Bell's Pacific Shrimp Taco and Burrito are available at participating Taco Bell locations nationwide, available for $2.79 and $3.69 respectively.

Taco Bell's Pacific Shrimp Taco and Burrito will be promoted through an integrated campaign that includes TV and radio advertising, in-store promotions, Web site and social media activity, as well as public relations. The TV advertising, handled through Draftfcb, Irvine, will include a :30 and :15 spot entitled "Shrimp Crashers" that features two males 'crashing' a number of upscale events on the search for premium shrimp until they discover Taco Bell's flavorful Pacific Shrimp Taco and Burrito. Draftfcb, Irvine was also responsible for digital promotion and in-store signage.

For more information about the Pacific Shrimp Taco and Burrito, visit

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 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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