News

Taco Bell introduces Pacific Shrimp Burrito

March 8, 2011

Starting this week, Taco Bell’s popular Pacific Shrimp Taco will return to menus for a limited time. The item made its debut in March 2010 after a successful test run and a shift in focus for the chain to begin offering more premium products.

Also, new this year is the Pacific Shrimp Burrito. Like the taco, the burrito is filled with six shrimp marinated with chipotle seasonings, including pepper, onion, garlic and paprika. The taco is topped off with shredded lettuce, fiesta salsa and avocado ranch sauce, then wrapped in a flour tortilla. The burrito also includes a three-cheese blend and red strips.

"Shrimp lovers don't need to crash a fancy party to enjoy premium, seasoned-to-perfection shrimp," said David Ovens, chief marketing officer, Taco Bell Corp. "That's why we've re-introduced the Pacific Shrimp Taco while adding the new Pacific Shrimp Burrito--giving them quality taste at an incredible value that you can only find at Taco Bell."

Taco Bell’s Pacific Shrimp Taco and Burrito are available at participating Taco Bell locations nationwide for $2.79 and $3.69 respectively.

Taco Bell’s Pacific Shrimp Taco and Burrito will be promoted through an integrated campaign that includes TV and radio advertising, in-store promotions, website and social media activity, as well as public relations.

The TV advertising, handled through Irvine, Calif.-based Draftfcb will include a :30 and :15 spot titled “Shrimp Crashers” that features two males “crashing” a number of upscale events on the search for premium shrimp until they discover Taco Bell’s flavorful Pacific Shrimp Taco and Burrito. Draftfcb was also responsible for digital promotion and in-store signage.