Adios, "Think outside the bun," hola, "Live mas." It is meant to signify a move from the idea of "food as fuel" to food as experience and lifestyle. On Feb. 25, the company will roll out a campaign featuring the slogan with TV spots airing on TNT's NBA All-Star Saturday Night and then nationally. The campaign was developed by Taco Bell's agency, Interpublic's DraftFCB, Orange County.
Also on tap is a national product launch for Doritos Locos Taco ( a taco with a Doritos shell) on March 8. Taco Bell CEO Greg Creed called it the chain's biggest product launch ever. (Doritos is owned by PepsiCo, with which Taco Bell has a contract for beverages.) The QSR chain also introduced breakfast in nearly 800 locations in January. The rollout included a co-branded menu with brands such as Johnsonville, Cinnabon and Tropicana. And it's testing what it calls the Cantina menu, which is more upscale and focused on fresh ingredients.