TACO BELL "Big Bell Value Fill-Up!" Events fill cunsumers' stomachs and their gas tanks for this Fourth-of-July weekdend.

New Big Bell Value Menu Features Seven Filling Products Ranging from 99¢ to $1.29

IRVINE, CA (Friday, June 25, 2004) - This summer, Taco Bell® is giving new meaning to the phrase “fill ‘er up!” With AAA estimating more than 33.4 million Americans hitting the road this Fourth of July holiday weekend, and with gas prices still topping the charts, Taco Bell is giving away thousands of gallons of gas across the country to celebrate the national launch of its new Big Bell Value Menu. This menu, designed to keep customers’ stomachs and wallets full, features seven “filling” items, ranging from the new 1/2 lb. Beef & Potato Burrito to the Grande Soft Taco, all for $1.29 each or less.

Between 11 a.m. and 1 p.m. (local time) on Thursday, July 1st, the Taco Bell® “Big Bell Value Fill Up!” program will sponsor regular grade pumps in nearly a dozen major markets across the U.S., including Chicago, Houston and Los Angeles, to name a few. Taco Bell attired attendants will have customers spin a wheel featuring the seven Big Bell Value Menu items and their respective prices. Depending on the price of the product they land on, customers will pay between 99¢ and $1.29 for a tank of gas (maximum 15 gallons, regular grade), get their windows washed and receive a coupon for a free Big Bell Value Menu item. Additional details on the new Big Bell Value Menu and promotion, including exact locations of participating gas stations, are available at www.tacobell.com.

The gasoline promotion comes on the heels of recent reports of crude oil prices hitting a 13-year high, with the average price of gasoline breaking records for the past two months. The national average price of gasoline at self-serve pumps this week was $1.92 for regular unleaded gasoline, and continues to fluctuate; fortunately, prices for the Big Bell Value Menu will remain the same all summer long.

“From restaurants to gas stations, everyone can appreciate the value of being full for $1.29 or less,” said Greg Creed, chief marketing officer, Taco Bell Corp. “Unlike many value menus you see at other fast food chains, the Big Bell Value Menu offers big, filling products that fill our customers’ stomachs without draining their wallets.”

The “Big Bell Value Fill-Up!” promotion kicks off the launch of the Big Bell Value Menu – the most significant value offering for Taco Bell since the 1990 introduction of its 59, 79 and 99-cent menu. The Big Bell Value Menu features the signature Double Decker™ Taco for 99¢ and six new products. Main dishes include the 1/2 lb. Bean Burrito Especial (99¢), Grande Soft Taco ($1.19) with double the meat of a regular Soft Taco, 1/2 lb. Beef Combo Burrito ($1.29) and the 1/2 lb. Beef & Potato Burrito ($1.29). Customers can also purchase a side of Cheesy Fiesta Potatoes (99¢) and enjoy the Caramel Apple Empanada (99¢) for dessert. (Prices may vary at participating Taco Bell® locations.)

The launch of the Big Bell Value Menu is supported by two 30-second and two 15-second commercials produced by Foote, Cone & Belding, San Francisco. Each television spot features various customers in their everyday lives proclaiming “I’m Full!” – shocked they’re able to fill-up on a value menu. The first spot showcases testimonials of an older man who can’t remember the last time he was “this full” to a happy young couple sharing their special news – “we’re full!” – with family. The second commercial highlights a young guy who brags to his friend, “guess who got full this weekend” followed by a motivational speaker who preaches that he is “full beyond his wildest dreams and you can be too!” The commercials will start airing nationwide beginning June 27th.

A 30-second Spanish commercial produced by Dieste Harmel & Partners, will also air in select markets beginning June 27 featuring a similar “I’m Full!” theme. The ad features the new tagline NO SOLO DE PAN VIVE EL HOMBRE, which means Man Cannot Live On Bread Alone.

Taco Bell Corp., based in Irvine, California, is a subsidiary of Yum! Brands, Inc. and the nation’s leading Mexican-style quick service restaurant chain serving tacos, burritos, signature Quesadillas, Border Bowls®, nachos and other specialty items. Taco Bell® serves more than 35 million consumers each week in more than 6,500 restaurants in the U.S.

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