Taco Bell® Launches New Ad Campaign on the Big Screen

New 60-Second Spot to Run in National CineMedia’s FirstLook in Movie Theaters Nationwide

June 26, 2009
"Cinema has finally achieved the national scale and digital efficiency that QSR advertisers crave, and we’re thrilled that Taco Bell has included us as part of their launch strategy for their new campaign"

Taco Bell® is making its debut on the big screen this summer with a new advertising campaign launching June 26th, 2009 in National CineMedia’s FirstLook pre-feature program, seen on more than 16,800 screens (15,600 digital) in over 1,325 AMC Entertainment Inc., Cinemark Holdings, Inc., Regal Entertainment Group and other network affiliate movie theaters nationwide.

The new campaign, “Roosevelt’s,” is Taco Bell’s first foray into cinema advertising and will run before the upcoming summer blockbusters Transformers: Revenge of the Fallen and Public Enemies. The Roosevelt’s campaign was developed to support Taco Bell’s Why Pay More!™ Value Menu. Change matters, with nine different items available for 79¢/89¢/99¢, at participating locations, giving consumers a choice while also saving them money. The hero item on the Why Pay More Value Menu is the 89¢ Grilled Chicken Burrito.

“Roosevelt’s” uses humor, focusing on the importance of the dime, or “Roosevelt” as Franklin Delano Roosevelt is featured on it. The dime signifies the difference between Taco Bell’s 89¢ hero product and other QSR’s 99¢ value items.

In addition to the big screen, the new Taco Bell spot will also be seen on National CineMedia’s Lobby Entertainment Network (LEN) of plasma screens located in key locations throughout the movie theater lobbies. After premiering in cinema, it will then make the move to television. The campaign was created by Draftfcb, Irvine.

“We wanted to get our big ‘Why Pay More!’ value news out in a big way,” said David Ovens, Chief Marketing Officer, Taco Bell. “So we decided, like millions of Americans this year, that is was the perfect time to go to the movies. There is no place bigger than the big screen. With some of this summer’s biggest blockbusters just hitting theaters, we know movie goers will be heading to cinema in droves. It’s a perfect way to really stand apart from our competitors and effectively reach consumers in a really big and engaging way. We want to bring to life that we are the leaders in offering amazing value from our 79¢/89¢/99¢ Why Pay More! menu.”

According to National CineMedia’s research, gleaned from national research provider e-Poll’s proprietary consumer panel of movie goers, 74 percent of cinema patrons eat out either before or after seeing a movie. Moreover, Mediamark Research, Inc. indicates those moviegoers are considerably more likely than the average person to be a frequent visitor to Taco Bell (i.e. 6+ times in the last 30 days). In addition, 88 percent of National CineMedia’s movie audience is within 3 miles of a Taco Bell – an important consideration when they are making a dining decision.

“Cinema has finally achieved the national scale and digital efficiency that QSR advertisers crave, and we’re thrilled that Taco Bell has included us as part of their launch strategy for their new campaign,” said Cliff Marks, president of sales & marketing with National CineMedia. They’ve created an incredible spot which I’m sure our audiences will ‘eat-up,’ and I expect that the recall and likability of this campaign will be huge. Cinema is the perfect place for a great brand like this to reach customers while they’re out and about – and hungry!””

Through its FirstLook digital entertainment and advertising pre-feature program, Lobby Entertainment Network (LEN) and other promotional products, National CineMedia provides advertisers with multiple ways to interact with movie theatre patrons. Designed with the audience in mind, National CineMedia’s FirstLook pre-feature program showcases content from A&E Television Networks, NBC, Sony Pictures Entertainment, Turner Broadcasting System, Universal Studios, Walt Disney Studios Home Entertainment and Warner Bros. – providing both a high-quality entertainment experience for movie patrons and an effective marketing platform for advertisers like Taco Bell.

About Taco Bell Corp.

Taco Bell Corp. (“Taco Bell”), a subsidiary of Yum! Brands, Inc., (NYSE: YUM), is the nation’s leading Mexican-style quick service restaurant chain. Taco Bell serves tacos, burritos, signature quesadillas, Grilled Stuft Burritos, nachos, and other specialty items such as Crunchwrap Supreme®, in addition to the 79-89-99 Why Pay More™ Value Menu. Taco Bell serves more than 36.8 million consumers each week in nearly 5,600 restaurants in the U.S.

About National CineMedia

National CineMedia (NCM) LLC operates the largest digital in-theater network in North America through long-term agreements with its founding members, AMC Entertainment Inc., Cinemark Holdings, Inc. (NYSE: CNK) and Regal Entertainment Group (NYSE: RGC), the three largest theater operators in the U.S., and through multi-year agreements with several other theater operators. NCM LLC produces and distributes its FirstLook pre feature program; cinema, lobby, and online advertising products; comprehensive meeting and event services and other entertainment programming content. NCM LLC's national network includes approximately 16,800 screens of which approximately 15,600 are part of the company's Digital Content Network (DCN). NCM LLC's network covers 171 Designated Market Areas(R) (49 of the top 50). During 2008, approximately 660 million patrons attended movies shown in theaters currently included in the network (excluding Consolidated Theatres). National CineMedia, Inc. (NASDAQ: NCMI) owns a 41.5% interest in and is the managing member of NCM LLC. For additional information, visit www.ncm.com.


National CineMedia
Amy Jane Finnerty / Lauren Leff
(212) 931-8117 / (303) 957-1709
amy.finnerty@ncm.com / lauren.leff@ncm.com
Taco Bell
Will Bortz
(949) 863-3915