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Touchdown $5 Buck Box Celebrates Culmination of Football Season

IRVINE, Calif., Dec. 27, 2010 - While the Bowl Championship Series (BCS) rings in the New Year for college football fans, Taco Bell® will be ringing the "value bell" all across America with the introduction today of its "Touchdown $5 Buck Box." The college football-themed box, which includes marks from ESPN and each of the five BCS Bowl Games, is part of the Quick Service Restaurant's activation to support its ESPN and BCS marketing agreement.

The Touchdown $5 Buck Box includes five menu items in a special BCS/ESPN football field-themed package and features the all-new Beefy Crunch Burrito. Created in conjunction with ESPN and the BCS, the Touchdown $5 Buck Box features tune-in messages for the Rose Bowl Game presented by VIZIO, Tostitos Fiesta Bowl, Discover Orange Bowl, Allstate Sugar Bowl and Tostitos BCS National Championship Game. The box can be converted into a mini finger flick football field - the taco wrapper folding into a football, the yard and hash-markers set on a green field with BCS Bowl logos giving consumers the chance to play out the BCS National Championship in advance of the actual game in Glendale, Ariz., on Jan. 10, 2011.

"At Taco Bell, we're huge college football fans, and as fans get ready for the culmination of a great season, we're prepared to tackle their hunger," said David Ovens, Chief Marketing Officer, Taco Bell Corp. "The Touchdown $5 Buck Box satisfies even the largest appetites with a combination of Taco Bell favorites, an icy-cold drink, and a themed 'Touchdown' big box we developed in conjunction with ESPN in our fifth year as a BCS sponsor. As fans get ready to celebrate the biggest college football games, we are proud to bring alive our great partnerships with the BCS bowls and ESPN."

Available at participating Taco Bell locations, the Touchdown $5 Buck Box comes in two varieties:
Beefy Crunch Burrito Box: Includes the Beefy Crunch Burrito, Crunchwrap Supreme®, Crunchy Taco, Cinnamon Twists and medium drink.
Volcano Box: Includes the Volcano Beef Burrito, Volcano Taco, Crunchy Taco, Cinnamon Twists and medium drink.

Taco Bell® has been an official partner of the BCS since 2007. The marketing agreement with ESPN includes a variety of activations leading up to and at the Tostitos BCS Championship Game and other BCS Bowl Games. ESPN will feature Taco Bell in its first ever "virtual billboard" on SportsCenter the week of December 27 and January 3. Additionally, ESPN will show Taco Bell integrated features on College GameDay prior to the Rose Bowl Game presented by VIZIO and on the pre-game show for the Discover Orange Bowl, Allstate Sugar Bowl and Tostitos BCS National Championship.

At the Tostitos Fiesta Bowl and Tostitos BCS Championship Game, Taco Bell's Touchdown $5 Buck Box activation will stage outside the stadium a QB Scramble, a skills and drills competition where fans will duck and claw their way through several obstacles while protecting the football until they have to make a final touchdown pass and dive into the end zone. At the other BCS Bowls, Taco Bell will have an obstacle course and arm chair quarterback challenge. Every BCS Bowl Tailgate will feature free Taco Bell® crunchy tacos during designated times, while supplies last.

Intersport, Chicago manages and executes Taco Bell's BCS on-site activation while Draftfcb, Irvine produced the 15- and 30-second TV spots featuring the meal, which premiered on December 22 and will air throughout college football's post-season. Draftfcb, Irvine also created the innovative flick-football packaging for the Touchdown $5 Box and the in-store messaging.

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.

About Bowl Championship Series (BCS):
The BCS is a five-game showcase of college football. It is designed to ensure that the two top-rated teams in the country meet in the national championship game, and to create exciting and competitive matchups among eight other highly regarded teams in four other bowl games. For more background on the BCS visit

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