TACO BELL EXPANDS MENU
By Adnews Staff
Following the U.S. launch of Gorditas, Taco Bell Canada Inc. is introducing the new taco to Canadians. Gorditas combine bold flavors and textured breads with ingredients such as grilled chicken, steak or seasoned beef with cheese, lettuce and toppings. Available in three variations, Supreme, Fiesta and Santa Fe, the Canadian launch of Gorditas is being supported with advertising and promotion by Bozell Worldwide Canada Inc. Advertising for the new product will feature Taco Bell's talking chihuahua in the lead role. Thirty-second television and radio spots have been adopted to drive trial of all three versions. Point-of-purchase material will be used to promote Gorditas in Taco Bell locations. Postering, for example at construction sites, will also being used. Taco Bell (Canada) is a division of TRICON Global Restaurants Inc.