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XXL CHALUPA RETURNS FOR TACO BELL®’S HUNGRIEST FANS, SERVED UP BY MLB'S BIGGEST CHARACTER, BRIAN WILSON

 

Heading Into MLB Postseason, Giants Closer Featured in Brand's National Ad Campaign

IIRVINE, Calif., Oct. 6, 2011 – It’s big – and it’s back. Taco Bell® today announced the return of its Chalupa of epic portions, the XXL Chalupa, offering consumers twice the premium seasoned beef as its Chalupa Supreme, plus nacho cheese sauce. Holding it all in is an XXL crispy shell, which makes it easier to contain its large number of toppings, including crunchy red strips, crisp lettuce, cool reduced fat sour cream, three cheese blend and fiesta salsa. Available at participating stores nationwide, the XXL Chalupa is also available in chicken and steak – and only for a limited time.

"The XXL Chalupa is back for our hungriest fans, and it’s still big enough to bring in a 'closer' to help," said Martin Hennessy, Senior Director of Brand Experience, Taco Bell Corp. "Who better to tell the story of a giant offering than San Francisco Giants 'closer,' Brian Wilson, whose attitude and personality – like the size of our latest offering – is larger than life."

As the official Quick Service Restaurant of Major League Baseball since 2004, working with the league on promotions around the All-Star Game and World Series, Taco Bell will feature Wilson in its ad campaign for the XXL Chalupa, a follow-up to last year’s efforts in partnership with MLB. In this year's version, titled "Closer 2.0," Wilson repeats the theme: the XXL Chalupa is simply too large to finish for one customer – and he has to come in to "close" the meal. Given Wilson's unique and humorous personality, however, he had another idea in mind for this ad, which comes to life in the 30-second spot.

Taco Bell's XXL Chalupa 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, Orange County, will include both a 30- and 15-second spot. Draftfcb, Orange County was also responsible for digital promotion and in-store signage.


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