Taco Bell: It's All about the Roosevelts

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Released:	July 2009
Advertiser:	TACO BELL
Agency:	Draftfcb Chicago
Country:	USA
Category:	Fast food outlets & restaurants
Tags:	Music video styled ads

Credits:

The all-new “Roosevelts” campaign for Taco Bell’s industry-leading “Why Pay More®!” Value Menu, accomplishes both. Taco Bell will debut a special, first-ever, two-minute commercial during the 2009 Major League Baseball All-Star Game on Tuesday, July 14 at 8:00 p.m. EST on FOX, the summer’s highest rated live sports event. Taco Bell is a proud sponsor of MLB. The commercial has a specifically designed music video feel, and was directed by Chris Applebaum, who won the 2007 MTV Video Music Award for Video of the Year for Rihanna’s “Umbrella.” “Roosevelts” will continue to air on television via a :30 second edit throughout the summer. Various versions are also available online at tacobell.com.

The campaign, designed alongside agency partner Draftfcb, parodies a culture of excess and praises the value of change, as in actual dimes. The dime signifies the difference between Taco Bell’s 89 cent hero product on its value menu and other QSR’s 99 cent value items. People who once enjoyed flashy, over the top spending, have been grounded by today’s savings needs and are hunting for the best value. Instead of being “all about the Benjamins” ($100 bills), it’s truly “all about the Roosevelts” (10 cents).

“We have BIG value news, that silver is the new green and value seekers need to know that by eating at Taco Bell, they can save their dimes,” said David Ovens, Chief Marketing Officer, Taco Bell Corp. “We thought our value proposition would be best brought to light with a humorous take on excess. Having ‘Roosevelts’ as a long-form ad is perfect summer entertainment, its humor balanced by the reality that we are the value destination for those looking to trade up in taste and trade down in cost.”

Taco Bell® first redefined value when it introduced its three-tiered menu scale in 1988, and today, value menus are increasingly relevant for cost-conscious consumers. By offering its permanent Why Pay More® Value Menu at three price points - 79, 89 and 99 cents - Taco Bell is challenging America to trade their burgers for burritos and encouraging diners to save their dimes. While other quick service restaurants tout 99 cent or dollar menus, consumers can find value by taking advantage of Taco Bell’s 79 and 89 cent items for delicious and affordable food that won’t break the bank. It’s no wonder Taco Bell’s 5,600 restaurants sell more than 22 million Why Pay More Value Menu items each week.

The 79-89-99 Why Pay More Value Menu gives customers the variety they seek. For 79 cents, they can enjoy the Cheese Roll-Up, Triple Layer Nachos and Cinnamon Twists. Joining the 89 cent Crunchy Taco this summer is the new Grilled Chicken Burrito, featuring the creamy avocado ranch sauce, and a Chicken Soft Taco. The 99 cent menu features classics like the Soft Taco, Bean Burrito, Cheesy Double Beef Burrito and Caramel Apple Empanada.