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TACO BELL® BREAKFAST CONTINUES TO BRING FANS ACROSS THE COUNTRY A REASON TO “LIVE MÁS®” IN THE MORNING

 

Taco Bell® Introduces Third Round of Breakfast Ads Five Weeks after the Launch

IRVINE, Calif., May 1, 2014 – Following the launch of Taco Bell Breakfast, the brand is at it again, reminding America that the next generation of breakfast is here and here to stay.

Exactly five weeks after the launch of Taco Bell Breakfast, the brand reinforces its commitment to the morning daypart with a third round of television creative supporting the menu. Beginning on May 1, Taco Bell will introduce “Harold & Lenny” to national audiences in three commercials, titled “Morning Rave,” “Slippery Slope,” and “One-Handed Breakfast.” Each spot depicts the next generation of breakfast, as seen through the eyes of two seniors Harold and Lenny, two traditional breakfast bystanders eating the same breakfast sandwich for the last 40 years. The new television creative was produced by Deutsch LA, who has created all Taco Bell Breakfast spots.

“From fans to employees to a variety of third party studies, we couldn’t be more thrilled to hear from others how successful the Taco Bell Breakfast launch has been,” stated Chris Brandt, chief marketing officer, Taco Bell. “Our new TV campaign pays homage to the ways of our core millennial consumers – with fun generational color commentary – and it shows how people can break their boring breakfast routine, no matter what age they are.”

Taco Bell Breakfast has been the biggest launch in the company’s 52-year history, and largest marketing campaign ever. The campaign launched with three highly successful commercials showcasing real people named Ronald McDonald who profess their love for Taco Bell Breakfast; those spots have reached more than three million views on Taco Bell’s YouTube page. The brand next introduced “Get With The Times” which illustrates the wakeup call that Taco Bell’s Waffle Taco gave to a fan.

“This menu and ad campaign for Taco Bell Breakfast are part of our bold goal to double the business by 2022, and just as importantly, part of our promise to help customers Live Más,” added Brandt.

The Taco Bell® Breakfast menu includes 13 new menu items, featuring the wildly popular Waffle Taco, the fan favorite A.M. Crunchwrap®, and the already-loved Cinnabon® Delights™.

Taco Bell Breakfast’s campaign is supported with television, radio and digital advertising led by Deutsch L.A., in-store POP and packaging by FCBLA, as well as social and public relations support from DigitasLBi and Taylor respectively.

About Taco Bell Corp.

Taco Bell Corp., a subsidiary of Yum! Brands, Inc., (NYSE: YUM), is the nation's leading Mexican-inspired quick service restaurant. Taco Bell serves made to order and customizable tacos, burritos, and specialties such as the exclusive Doritos® Locos Tacos, gourmet- inspired Cantina Bell® Menu and lower calorie Fresco Menu. The company encourages customers to “Live Más,” both through its food and in ways such as its Feed The Beat® music program and its nonprofit organization, the Taco Bell® Foundation for Teens. Taco Bell and its more than 350 franchise organizations have nearly 6,000 restaurants across the United States that proudly serve more than 36 million customers every week.

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