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Taco Bell extends bold flavor with Volcano menu
May 18, 2009
IRVINE, Calif. — Taco Bell has announced the debut of its new Volcano Menu, designed to make any spicy food lover's taste buds stand up and pay attention.
Last year, Taco Bell introduced the Volcano Taco and due to its immense popularity, quickly went to work on a menu expansion. This year, the all-new Volcano Menu, armed with a new version of its vaunted Lava Sauce, is coming out burritos blazing, featuring:
- Volcano Taco – The taco will be returning, prepared with its signature red shell and filled with seasoned ground beef, crisp, shredded lettuce and Lava Sauce.
- Volcano Double Beef Burrito – This burrito is filled with a double portion of seasoned ground beef (compared to the Burrito Supreme) plus Lava Sauce, a scoop of Mexican Rice, crunchy red strips, reduced fat sour cream and shredded cheddar cheese all wrapped in a warm flour tortilla.
The secret behind the fiery flavor of the Volcano Menu items is its signature Lava Sauce. Taco Bell food innovators studied consumers' tolerance for heat, as well as spice's ability to deliver powerful flavor, to create the perfect balance of both. The Volcano Menu will be available in participating Taco Bell locations across the nation.
Ad campaign
Taco Bell is supporting the launch of the new Volcano Menu with an advertising campaign that will extend throughout the summer. Playing off of the upcoming wedding season, Taco Bell created ads in which the groom is shocked to find his groomsmen so stricken with the heat of the Volcano burrito, their faces turn bright red during the wedding ceremony. In a funny twist, the best man comes to the rescue with a plan that involves the bridal party wearing sweatbands on their heads.
The TV ads will run nationally, and creative was handled by DraftFCB in Irvine, Calif.
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