News
Taco Bell targets late-night crowd
April 16, 2006
IRVINE, Calif. — Tapping into the late-night market, Taco Bell said it is creating a new meal called the Fourthmeal.
According to a news release, Fourthmeal is the late night meal between dinner and breakfast. The program launches April 17 at participating Taco Bell restaurants nationwide and will be supported by a campaign that features television, radio and outdoor advertising, an interactive Web site at fourthmeal.com and in-store merchandising.
"Not so long ago, the term 'brunch' was coined for people who ate a late breakfast," said Bill Pearce, chief marketing officer of Taco Bell Corp.
The Fourthmeal launch is supported by three national TV spots produced by Foote, Cone & Belding.
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