Taco Bell® Corp. today announced its first
extensive in-program brand placement strategy in the original primetime television series
“Murder in Small Town X,” airing nationally on FOX this summer.

“Our involvement with ‘Murder in Small Town X’ is an organic and creative way to break through
the media clutter,” said Debbie Myers, vice president of media services, entertainment &
licensing, Taco Bell. “Today’s viewers are fascinated with reality programs and Taco Bell
consumers are adventurous individuals who will enjoy the action and suspense of this original
program,” added Myers.

“Murder in Small Town X” is a murder mystery series that requires players to test their wits,
stamina and inventiveness as they investigate a fictional mystery set in a small New England
town. The show brings 10 real people to a remote, quaint town where they attempt to identify
the person responsible for a murder that takes place.

As the players set about their investigation, they are led by a real-life Southern California police
detective who advises them of the parameters and rules. “The heightened anticipation created
by the murder investigation among the show’s viewers can be compared with the excitement
our core target audience has for our brand,” said Myers.

“‘Murder in Small Town X’ represents the next generation of reality television; a program that is
unique to the medium,” said Jon Nesvig, president, National Sales for Fox Broadcasting Co.

“Similarly, Taco Bell’s innovative sponsorship of this show, with a marketing plan that
encompasses product placement and traditional advertising, is in many ways the next
generation of marketing. We are grateful for their support and look forward to our mutual

To add to the element of reality, a real-life Taco Bell restaurant general manager will also be
featured in the show. Taco Bell held a restaurant incentive contest and the restaurant general
manager with the best customer satisfaction record won a trip to the set and an appearance on
the show.

Throughout the eight one-hour episodes, Taco Bell will have an on-screen presence with
in-store scenes, brand merchandising materials and the new Grilled Stuft Burrito(TM)
prominently featured in a seamless manner. Key scenes will take place with the main
characters inside a Taco Bell restaurant eating the food.

On Tuesday, July 24, 2001, from 8:30-10:00 p.m. (ET/PT), FOX presents a special 90-minute series premiere of “Murder in Small
Town X.” Beginning July 31, the show will air Tuesdays from 9:00-10:00 p.m.

Taco Bell, a division of Tricon Global Restaurants Inc. (NYSE:YUM), is the nation’s leading Mexican-style quick service
restaurant chain serving tacos, burritos, signature Chalupas and Gorditas, nachos and other specialty items.

News, Taco Bell