Industry News | March 9, 2011

Pacific Shrimp Crashes Taco Bell Menu for Limited Time

It’s no longer just about who you know—but knowing where to go. Starting this week, foodies can visit Taco Bell for its Pacific Shrimp Taco and new Pacific Shrimp Burrito. The limited-time menu items are filled with shrimp marinated with chipotle seasonings and other ingredients.

In every Pacific Shrimp Taco, six premium shrimp are tumbled in a chipotle marinade including pepper, onion, garlic, and paprika. In addition to the shrimp, the Pacific Shrimp Taco is topped off with shredded lettuce, salsa, and avocado ranch sauce, then wrapped together in a warm flour tortilla. The Pacific Shrimp Burrito features the same ingredients plus Taco Bell’s three cheese blend and red strips.

"Shrimp lovers don't need to crash a fancy party to enjoy premium, seasoned-to-perfection shrimp," says David Ovens, CMO of Taco Bell Corp., based in Irvine, California. "That's why we've reintroduced the Pacific Shrimp Taco while adding the new Pacific Shrimp Burrito—giving them quality taste at an incredible value that you can only find at Taco Bell."

Taco Bell’s Pacific Shrimp Taco and Burrito are available at participating Taco Bell locations nationwide, available for $2.79 and $3.69 respectively.

Taco Bell’s Pacific Shrimp Taco and Burrito 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, Irvine, will include a 30-second and 15-second spot entitled “Shrimp Crashers” that features two males “crashing” a number of upscale events on the search for premium shrimp until they discover Taco Bell’s Pacific Shrimp Taco and Burrito. Draftfcb, Irvine was also responsible for digital promotion and in-store signage.