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Wilson pitches return of Taco Bell's XXL Chalupa

October 6, 2011

Taco Bell has brought back its XXL Chalupa, offering consumers twice the seasoned beef as the Chalupa Supreme. The limited-time item includes nacho cheese sauce, crunchy red strips, lettuce, reduced fat sour cream, a three cheese blend and fiesta salsa, all served in an XXL crispy shell.

Available at participating stores nationwide, the XXL Chalupa is also available in chicken and steak.

The LTO will be pitched by San Francisco Giants' closer Brian Wilson.

"The XXL Chalupa is back for our hungriest fans, and it's still big enough to bring in a 'closer' to help," said Martin Hennessy, senior director of Brand Experience, Taco Bell Corp. "Who better to tell the story of a giant offering than San Francisco Giants 'closer,' Brian Wilson, whose attitude and personality – like the size of our latest offering – is larger than life."

As the official QSR of Major League Baseball since 2004, working with the league on promotions around the All-Star Game and World Series, Taco Bell will feature Wilson in its ad campaign for the XXL Chalupa.

In this year's version, titled "Closer 2.0," Wilson repeats the theme: the XXL Chalupa is simply too large to finish for one customer. He has to come in to "close" the meal.

Taco Bell's XXL Chalupa 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 Draftfcb, Orange County, will include both a 30- and 15-second spot. Draftfcb, Orange County was also responsible for digital promotion and in-store signage.

Check out the commercial here.

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