Taco Bell Hires Joe Millionaire Butler To Promote Steak Quesadilla

IRVINE, CALIFORNIA (Friday, March 14, 2003) - Taco Bell(R) announced that it has appointed Paul Hogan, the butler from the popular Fox reality show Joe Millionaire, to help promote its Steak Quesadilla through a public relations campaign.
"Paul Hogan stole the show as Joe Millionaire progressed and we thought he would be the perfect spokesperson for our 'upgrade' message surrounding the Steak Quesadilla," said Greg Creed, chief marketing officer, Taco Bell Corp. "After all, Steak Quesadilla is a Taco Bell premium product at an affordable price and Hogan was a natural fit to relay this message."

Hogan has offered the following tips on how the average "Joe" can appear as though he has millions, even if he's virtually penniless. For example:

"Men should pay close attention to their shoes -- it's the first thing a woman notices. Keep care of them: polished shoes make a polished man."

"You can have your steak and eat it too. Taco Bell offers a tasty Steak Quesadilla for just a couple of dollars. To upgrade your meal even further, swap "to go" packaging for China and silverware and voila -- your guests will think you're serving them an expensive meal."

"Manicure and buff your fingernails. One doesn't want to look like one needs to get dirty."

"Use a money clip and put your biggest bills on the outside. Stuff the inside with ones -- you're instantly loaded."

"Learn to smirk condescendingly. Resist the urge to bare your teeth; very gauche."
Hogan's tips play off the Taco Bell "You've Arrived" television commercial promoting the popular Steak Quesadilla. The spot features a butler introducing socialite couples for their grand entrance into a swanky party at a posh mansion. The 30-second spot, produced by Foote Cone & Belding, San Francisco, will air nationwide March 16 through April 13.

The Steak Quesadilla was introduced in January 2002, and has been a successful permanent menu item for Taco Bell. It combines grilled, marinated Carne Asada-style steak with a three-cheese blend for $1.99, at participating Taco Bell(R) restaurants.

Taco Bell Corp., a subsidiary of Yum! Brands Inc., is the nation's leading Mexican-style quick service restaurant chain serving tacos, burritos, signature Chalupas and Gorditas, nachos and other specialty items. Taco Bell serves more than 35 million consumers each week in more than 6,000 restaurants in the United States. In 2002, Taco Bell generated $5.2 billion in system-wide sales.

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