Industry News | August 2, 2010
Mexican-Style Street Taco Rolls Out at Taco Bell
Cantina Tacos, the newest addition to Taco Bell’s menu, are available on their own (for $1.49) or as a combination through the Cantina Tacos Bundle with the choice of two tacos ($2.79) or as a Cantina Tacos Combo with the choice of two tacos and a drink ($4.99).
“Our Cantina Tacos are based upon authentic-style Mexican street tacos, which are designed using simple, fresh ingredients, that customers regard as high quality,” says David Ovens, chief marketing officer for Taco Bell Corp. “Not only are they a great-tasting addition to our menu, and one that was mainly found in Mexican-style restaurants, but they’re also a great value that we know our customers love from Taco Bell.”
Taco Bell’s Cantina Tacos will be promoted through an integrated campaign that includes TV and radio advertising, in-store promotions, websites and social media activity, as well as public relations. The TV advertising, handled through Draftfcb of Irvine, California, will include a 30-second spot titled “Calling Card” that brings to life and gives personality to the freshly sliced lime wedge, an important ingredient in an authentic Mexican Cantina Taco. The “lime” narrates the new product offering throughout the spot while a couple enjoys the new Cantina Tacos, freshly seasoned with lime. In-store signage was also handled through Draftfcb, and digital was handled by R/GA of San Francisco.
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