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Taco Bell kicks off first cinema ads
June 28, 2009
NEW YORK — Taco Bell has debuted its first cinema advertising, promoting its "Why Pay More" campaign to push nine menu items priced at 79 cents, 89 cents and 99 cents. The new ad campaign debuted June 26 in National CineMedia's FirstLook prefeature program on more than 16,800 screens in more than 1,325 AMC Entertainment Inc., Cinemark Holdings, Inc., Regal Entertainment Group and other network affiliate movie theaters.
Dubbed "Roosevelts," which refers to the president pictured on the dime, the ad will run before the upcoming summer blockbusters Transformers: Revenge of the Fallen and Public Enemies. The Roosevelt's campaign was developed to support Taco Bell's Why Pay More Value Menu, with the hero item on the menu the 89¢ Grilled Chicken Burrito.
In addition to the big screen, the new Taco Bell spot also will be seen on National CineMedia's Lobby Entertainment Network (LEN) of plasma screens located in key locations throughout the movie theater lobbies. After premiering in cinema, it will then make the move to television. The campaign was created by Draftfcb, Irvine.
According to National CineMedia's research, gleaned from national research provider e-Poll's proprietary consumer panel of movie goers, 74 percent of cinema patrons eat out either before or after seeing a movie.
Click here to view the ad.
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