News
Taco Bell offers centsational value menu
May 14, 2008
IRVINE, Calif. — Taco Bell has announced the launch of its new 79-89-99 Why Pay More Value Menu. The permanent value menu debuts nationwide at participating restaurants May 19, and delivers the three price points of 79 cents, 89 cents and 99 cents, among a variety of new and old menu choices.
"With gas prices having soared to more than $4 a gallon in some parts of the country, consumers are looking for creative ways to stretch their dollars," said David Ovens, Taco Bell Corp.'s chief marketing officer.
The 79-89-99 Why Pay More Value Menu will give customers a variety of value options including classics such as the Beef Crunchy Taco, Beef Soft Taco, Bean Burrito, Cinnamon Twists and Caramel Apple Empanada. The four new menu items include:
- Cheesy Double Beef Burrito — The 89-cent Cheesy Double Beef Burrito is a change from typical dollar double cheeseburgers. Prepared with a warm flour tortilla filled with two generous portions of Taco Bell's flavorful seasoned beef, seasoned Mexican rice and melted Nacho Cheese Sauce.
- Triple Layer Nachos — For 79 cents, customers can enjoy freshly prepared nacho chips topped with Taco Bell's classic simmering Red Sauce, warm hearty beans and warm Nacho Cheese Sauce.
- Melted Three-Cheese Roll-Up — Also for 79 cents, the Melted Three-Cheese Roll-Up includes a flour tortilla filled with a blend of three real cheeses, melted to perfection and rolled up so you can take it on the go.
- Big Taste Taco — For only 99 cents, Big Taste Taco includes a warm flour tortilla loaded with seasoned beef, crisp lettuce, crunchy Red Strips, cheddar cheese and topped with Taco Bell's Creamy Jalapeno Sauce for an added kick.
Marketing Support
An integrated national marketing campaign will launch to support the new 79-89-99 Why Pay More Value Menu, including multiple television spots, radio spots, public relations, new packaging, online advertising and an interactive microsite.
Two television ads, which will run nationally, include both 30-second and 15-second spots, as well as a 30-second Hispanic spot. Set to a jingle, the first spot is entitled "Anthem" and features fast-paced imagery of coins being collected from under couch cushions, in pockets and cars. After the friends collect their change, they meet up in a Taco Bell drive thru and order a variety of products from the 79-89-99 value menu.
The second spot, entitled "Bunch of Beef," highlights the new 89-cent Cheesy Double Beef Burrito in Internet drive thru rap videos. Two guys pull into a Taco Bell drive thru and approach the speaker box. Shot from the angle of the front passenger seat, the driver looks back at his friend in the backseat and says, "Yo, gimme the beat." As the passenger starts beat boxing, the driver begins rapping his order, including an 89-cent Cheesy Double Beef Burrito from the Why Pay More Value Menu. A 15-second version of "Bunch of Beef" also is planned. Both spots were created by Draftfcb in Irvine, Calif.
The 30-second Hispanic spot, called "Vendor," features a customer in a Taco Bell asking what he can buy with the change in his hand. As the employee steps aside, a vendor boy — or Mexican lottery vendor — reviews the menu, calling out the items in his street vendor style. After the customer orders and eats his burrito, the vendor boy continues to explain the 79-89-99 Why Pay More Value Menu, to which the customer replies, "Here we go again." The spot was created by Dieste, Harmel & Partners.
Online, value menu will be supported with banners and a MySpace homepage takeover that features bold colors and graphics from the menu itself. Banners will direct traffic to the 79-89-99 Why Pay More Value Menu microsite, which includes "The Why Pay Mo' Rhyme Generator" and the "Rap Name Generator."
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