Taco Bell “Spices It Up” with New Spicy Chicken Burrito

Taco Bell “Spices It Up” with New Spicy Chicken Burrito



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IRVINE, Calif.–(HISPANIC PR WIRE – BUSINESS WIRE)–Sept. 8, 2003–Taco Bell(R) fires up a new flavor with the launch of the Spicy Chicken Burrito, the latest “Outside the Bun” product to pack in a great zesty taste at a value.

The new Spicy Chicken Burrito, which will be available for a limited time until October 12th, offers consumers some spicy satisfaction for just $1.29 at participating restaurants nationwide.

This filling and flavorful burrito features new shredded chicken slow simmered in authentic Mexican spices, seasoned rice, zesty sauce and freshly made fiesta salsa all wrapped in a soft tortilla. Taco Bell is offering this new product as a choice for consumers looking to add excitement and value to an otherwise dull eating routine.

“Our customers are looking to satisfy their hunger with new and bold flavors,” said Greg Creed, Taco Bell Chief Marketing Officer. “With our new Spicy Chicken Burrito, we are offering burger-bored consumers another exciting choice in taste at a reasonable price.”

Television and radio commercials created by Foote, Cone & Belding begin airing nationally this week to support the new product. The 30-second television spot, titled “Venus Burrito,” depicts three guys sitting in a living room, enjoying their burritos. Curiously, one of the guys wonders what would happen if he fed a bit of the spicy burrito to a potted Venus Fly Trap. The plant immediately devours the tasty burrito and then slyly wraps itself around the guy’s beverage to wash down the extreme taste. The ending tagline flashes “Filling Made Thrilling!”

Taco Bell Corp., a subsidiary of Yum! Brands, Inc. (NYSE:YUM), is the nation’s leading Mexican-style quick service restaurant chain serving tacos, burritos, signature Quesadillas, Chalupas, nachos, and other specialty items. Taco Bell serves more than 35 million consumers each week in more than 6,000 restaurants in the U.S. In 2002, Taco Bell generated $5.2 billion in system-wide sales. “Think Outside The Bun” and visit http://www.tacobell.com.

–30–TM/la*

CONTACT:

Taco Bell Corp.

Laurie Schalow/Sally George, 949-863-3915

or

Cohn & Wolfe

Erin Portman/Ashley Kim, 310-967-2900

Taco Bell “Spices It Up” with New Spicy Chicken Burrito