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Two-Minute Ad Parody “Roosevelts” Provides a Humorous Take on Culture of Excess; Why Pay More®! Value Menu Encourages Diners to Save Their Dimes

Irvine, Calif., July 09, 2009 – In tough economic times, with people facing tough decisions, Taco Bell® wants to remind America that it’s the leader in offering consumers the most value for their money, and make you laugh all the way to the bank.

The all-new “Roosevelts” campaign for Taco Bell’s industry-leading “Why Pay More®!” Value Menu, accomplishes both. Taco Bell will debut a special, first-ever, two-minute commercial during the 2009 Major League Baseball All-Star Game on Tuesday, July 14, at 8:00 p.m. ET on FOX, the summer’s highest-rated live sports event. Taco Bell is a proud sponsor of MLB. The commercial has a specifically designed music video feel, and was directed by Chris Applebaum, who won the 2007 MTV Video Music Award for Video of the Year for Rihanna’s “Umbrella.” “Roosevelts” will continue to air on television via a :30 second edit throughout the summer. Various versions are also available online at

The campaign, designed alongside agency partner Draftfcb, parodies a culture of excess and praises the value of change, as in actual dimes. The dime signifies the difference between Taco Bell’s 89 cent hero product on its value menu and other QSR’s 99 cent value items. People who once enjoyed flashy, over the top spending, have been grounded by today’s savings needs and are hunting for the best value. Instead of being “all about the Benjamins” ($100 bills), it’s truly “all about the Roosevelts” (10 cents).

“We have BIG value news, that silver is the new green and value seekers need to know that by eating at Taco Bell®, they can save their dimes,” said David Ovens, Chief Marketing Officer, Taco Bell Corp. “We thought our value proposition would be best brought to light with a humorous take on excess. Having ‘Roosevelts’ as a long-form ad is perfect summer entertainment, its humor balanced by the reality that we are the value destination for those looking to trade up in taste and trade down in cost.”

Taco Bell® first redefined value when it introduced its three-tiered menu scale in 1988, and today, value menus are increasingly relevant for cost-conscious consumers. By offering its permanent Why Pay More!® Value Menu at three price points - 79, 89 and 99 cents - Taco Bell is challenging America to trade its burgers for burritos and encouraging diners to save their dimes. While other quick service restaurants tout 99 cent or dollar menus, consumers can find value by taking advantage of Taco Bell’s 79 and 89 cent items for delicious and affordable food that won’t break the bank. It’s no wonder Taco Bell’s 5,600 restaurants sell more than 22 million Why Pay More Value!® Menu items each week.

The 79-89-99 Why Pay More!® Value Menu gives customers the variety they seek. For 79 cents, they can enjoy the Cheese Roll-Up, Triple Layer Nachos and Cinnamon Twists. Joining the 89 cent Crunchy Taco this summer is the new Grilled Chicken Burrito, featuring the creamy avocado ranch sauce, and a Chicken Soft Taco. The 99 cent menu features classics like the Soft Taco, Bean Burrito, Cheesy Double Beef Burrito and Caramel Apple Empanada.

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. For more information, visit

About Draftfcb
Launched in 2006, Draftfcb is a modern agency model for clients seeking creative, accountable marketing programs that build business and deliver a high Return on IdeasTM. With more than 136 years of combined expertise, the company has its roots in both consumer advertising and behavioral, data-driven direct marketing. The agency is the first global, behavior-based, fully inclusive, highly creative and accountable marketing communications organization to operate against a single P&L. The Draftfcb network spans 97 countries, with more than 9,700 employees worldwide, and is part of the Interpublic Group of Companies (NYSE: IPG). The agency’s global corporate leadership team includes Howard Draft, executive chairman; Laurence Boschetto, CEO and president; Jonathan Harries, vice chairman and worldwide chief creative officer; and Neil Miller, CFO. For more information, visit
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