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IRVINE, Calif. -- Taco Bell unveiled a new line of Mexican restaurant-style tacos with carnitas-style steak or shredded pork with the introduction of its Cantina Tacos.
Cantina Tacos include grilled, warm corn tortillas, Premium Fire-Grilled Chicken, Premium Cut Carne Asada Steak or Carnitas Shredded Pork, topped with a chopped onion and cilantro blend, and a freshly sliced lime wedge.
Taco Bell has always considered itself Mexican-inspired, according to a company statement. Cantina Tacos give consumers the choice to experience high-quality, freshly prepared Mexican tacos from a quick-service restaurant (QSR).
Cantina Tacos are available on their own or in a combination deal. Available at participating Taco Bell locations nationwide, Cantina Tacos are available in the following three options: $1.49 for a Cantina Taco, $2.79 for the Cantina Tacos Bundle (two tacos of choice) or $4.99 for the Cantina Tacos Combo (two tacos of choice with a 30-ounce drink).
"Our Cantina Tacos are based upon authentic-style Mexican street tacos, which are designed using simple, fresh ingredients that customers regard as high quality," said David Ovens, chief marketing officer, Taco Bell Corp., based here. "Not only are they a great-tasting addition to our menu, and one that was mainly found in Mexican-style restaurants, but they're also a great value that we know our customers love from Taco Bell."
Cantina Tacos will be promoted through an integrated campaign that includes television and radio advertising, in-store promotions, Web site and social media activity, as well as public relations. The television advertising, handled through Draftfcb, based here, will include a 30-second spot titled "Calling Card" that brings to life the freshly sliced lime wedge. The lime narrates the new product while a couple enjoys the tacos freshly seasoned with lime. In-store signage also was handled through Draftfcb.
Taco Bell Corp. is a subsidiary of Yum! Brands Inc., serving more than 36.8 million consumers each week in nearly 5,600 restaurants in the United States.