TITLE

Chihuahua gets muzzled as Taco Bell pushes value

AUTHOR(S)
Kramer, Louise
PUB. DATE
November 1999
SOURCE
Advertising Age;11/29/1999, Vol. 70 Issue 49, p26
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
This article reports on the advertising campaign to be launched by restaurant chain Taco Bell Corp. in 1999. New products at low prices will dominate national advertising, with the 2-year-old chihuahua making only cameo appearances. The 7,000-unit restaurant chain's tweaked tagline, "Grande taste. Loco prices. Taco Bell," is expected to stay. Gone are efforts to boost business by attracting moms following the lackluster performance of a new dinnertime family pack called Grande Meals. TBWA/Chiat/Day in Playa del Rey, California, handles creative for the estimated $200 million account of the No. 3 fast-feeder, trailing McDonald's Corp. and Burger King Corp.
ACCESSION #
2585018

 

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