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New Bacon Ranch Flavor Added to Original Creamy Chipotle Sauce; TV Spots to Feature a 'Freestyle Chef,' Doing Teppan-Style Performance While Prepping Sandwich

IRVINE, Calif., Aug. 31, 2011 - Taco Bell® today announced it will re-introduce the popular 99-cent Chicken Flatbread Sandwich, featuring 100% marinated all-white-meat chicken and a melted blend of three cheeses on warm, soft flatbread.  Starting Sept. 5 and continuing through Dec. 25, Taco Bell's Chicken Flatbread Sandwich will be available nationwide at participating locations and come in two bold flavors: original creamy chipotle and new bacon ranch.  It will also be a part of two larger meal offerings, a $3.99 combo and a $5 box.

"The response we've received over the last year for the Chicken Flatbread Sandwich has been overwhelming, including dialog with our social media communities to bring the product back," said Martin Hennessy, Senior Director of Brand Experience, Taco Bell Corp.  "We're excited to once again satisfy our fans' appetite by giving them more variety of our Chicken Flatbread Sandwiches at an unbelievable price."

The blend of cheeses Taco Bell used in the Chicken Flatbread Sandwich, all melted together to seal in the flavor, are real mozzarella, cheddar and pepper jack.  The $3.99 combo will include the Chicken Flatbread Sandwich, two Crunchy Tacos and a large drink, and the $5 box will include the Chicken Flatbread Sandwich, a Burrito Supreme®, a Crunchy Taco and a medium drink.

Taco Bell's Chicken Flatbread Sandwich 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 "Freestyle Chef," which shows a chef doing a teppan-style performance as he prepares the Chicken Flatbread and was directed by much-admired director Chris Applebaum.  Draftfcb, Irvine was also responsible for in-store signage.



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