Irvine, Calif. (December 13, 2018) – In a time when value menus are either shrinking portion sizes, walking away from creating innovative $1 products, or forcing fans to buy food they don’t want, Taco Bell is doing something, well, beyond belief. From new $1 Grande Burritos to popular $5 Cravings Box, it’s wrapping up fan favorites into a revamped, unified menu called the Cravings Value Menu, continuing its unwavering commitment to give fans food they crave starting December 27.
The Cravings Value Menu is packed with a vast array of flavorful, filling and innovative decadence ranging from $1 and $5. Taco Bell kicks off this new menu with the limited time offering of the $1 Grande Burrito in two varieties - Chicken Enchilada and Three Cheese Nacho. The Chicken Enchilada Burrito combines seasoned rice, shredded chicken, delectable red sauce, reduced fat sour cream and cheddar cheese wrapped in a warm tortilla. The Three Cheese Nacho Burrito brings seasoned beef, nacho cheese sauce, red tortilla strips, reduced fat sour cream and a three cheese blend all together in a warm tortilla.
“As a brand that likes to challenge industry norms, we have really sought to rethink what a value menu should be AND the conventions of storytelling for it,” said Global Chief Brand Officer Marisa Thalberg.
To kick off the launch of the new menu offerings, Taco Bell’s new marketing elevates its least expensive menu options with some of its most sophisticated imagery. In the campaign, viewers are invited into a world that is fantastical and surreal. The advertisements will be televised nationally as well as shown on digital and social platforms starting on December 27.
“Sometimes even our most devout fans tell us that it can be hard to believe that food this good can also be this affordable. Taco Bell truly offers ‘value beyond belief,’ and this campaign dramatizes that,” said Thalberg. “As there is a lot of talking down to consumers in this category, there is something special in our celebrating the savviness of our fans. That’s how we ‘zig’ when everyone else ‘zags’.”
Earlier this year, Taco Bell reinforced its commitment to value and innovation by beefing up their value menu, promising 20 new $1 menu items. Taco Bell already surpassed that goal with items including the Grilled Fiesta Potato Breakfast Burrito, Spicy Tostada and Chicken Mini Quesadilla, which have quickly become fan favorites.
The Cravings Value Menu will continue to have $1 items under the Taco & Burritos category: Spicy Potato Soft Taco, Cheesy Bean & Rice Burrito and Beefy FRITOS® Burrito, Specialties category: Triple Layer Nachos, Cheesy Roll-Up, Spicy Tostada, Shredded Chicken Mini Quesadilla and Beefy Mini Quesadilla, and more. Taco Bell will also be rolling out $5 boxes, giving fans value they want, and not just the value they need. And if that doesn’t sound like a fantasy world to you...who knows what is?
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