Industry News | September 4, 2011
Chicken Flatbread Sandwich Returns to Taco Bell
Taco Bell today announced it will re-introduce the popular 99-cent Chicken Flatbread Sandwich, featuring 100 percent marinated all-white-meat chicken and a melted blend of three cheeses on warm, soft flatbread. Starting September 5 and continuing through December 25, Taco Bell’s Chicken Flatbread Sandwich will be available nationwide at participating locations and come in two bold flavors: original creamy chipotle and new bacon ranch. It will also be a part of two larger meal offerings, a $3.99 combo and a $5 box.
“The response we’ve received over the last year for the Chicken Flatbread Sandwich has been overwhelming, including dialog with our social media communities to bring the product back,” says Martin Hennessy, senior director of brand experience, Taco Bell Corp. “We’re excited to once again satisfy our fans’ appetite by giving them more variety of our Chicken Flatbread Sandwiches at an unbelievable price.”
The blend of cheeses Taco Bell used in the Chicken Flatbread Sandwich, all melted together to seal in the flavor, are real Mozzarella, Cheddar, and Pepper Jack. The $3.99 combo will include the Chicken Flatbread Sandwich, two Crunchy Tacos, and a large drink; the $5 box will include the Chicken Flatbread Sandwich, a Burrito Supreme, a Crunchy Taco, and a medium drink.
Taco Bell’s Chicken Flatbread Sandwich will be promoted through an integrated campaign that includes TV and radio advertising, in-store promotions, and website and social media activity, as well as public relations.TheTV advertising, handled through Draftfcb, Irvine, will include a 30- and 15-minute spot entitled “Freestyle Chef,” which shows a chef doing a teppan-style performance as he prepares the Chicken Flatbread. It was directed by much-admired director Chris Applebaum. Draftfcb, Irvine was also responsible for in-store signage.
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