Taco Bell Debuts First-Ever, Long-Form Commercial During 2009 Major League Baseball All-Star Game on FOX

Two-Minute Ad Parody "Roosevelts" Provides a Humorous Take on Culture of Excess;
Why Pay More! Value Menu Encourages Diners to Save Their Dimes
IRVINE, Calif.--(Business Wire)--
In tough economic times, with people facing tough decisions, Taco Bell wants to
remind America that it`s the leader in offering consumers the most value for
their money, and make you laugh all the way to the bank.

The all-new "Roosevelts" campaign for Taco Bell`s industry-leading "Why Pay
More!" Value Menu, accomplishes both. Taco Bell will debut a special,
first-ever, two-minute commercial during the 2009 Major League Baseball All-Star
Game on Tuesday, July 14 at 8:00 p.m. EST on FOX, the summer`s highest rated
live sports event. Taco Bell is a proud sponsor of MLB. The commercial has a
specifically designed music video feel, and was directed by Chris Applebaum, who
won the 2007 MTV Video Music Award for Video of the Year for Rihanna`s
"Umbrella." "Roosevelts" will continue to air on television via a :30 second
edit throughout the summer. Various versions are also available online at
tacobell.com.

The campaign, designed alongside agency partner Draftfcb, parodies a culture of
excess and praises the value of change, as in actual dimes. The dime signifies
the difference between Taco Bell`s 89 cent hero product on its value menu and
other QSR`s 99 cent value items. People who once enjoyed flashy, over the top
spending, have been grounded by today`s savings needs and are hunting for the
best value. Instead of being "all about the Benjamins" ($100 bills), it`s truly
"all about the Roosevelts" (10 cents).

"We have BIG value news, that silver is the new green and value seekers need to
know that by eating at Taco Bell, they can save their dimes," said David Ovens,
Chief Marketing Officer, Taco Bell Corp. "We thought our value proposition would
be best brought to light with a humorous take on excess. Having `Roosevelts` as
a long-form ad is perfect summer entertainment, its humor balanced by the
reality that we are the value destination for those looking to trade up in taste
and trade down in cost."

Taco Bell first redefined value when it introduced its three-tiered menu scale
in 1988, and today, value menus are increasingly relevant for cost-conscious
consumers. By offering its permanent Why Pay More Value Menu at three price
points - 79, 89 and 99 cents - Taco Bell is challenging America to trade their
burgers for burritos and encouraging diners to save their dimes. While other
quick service restaurants tout 99 cent or dollar menus, consumers can find value
by taking advantage of Taco Bell`s 79 and 89 cent items for delicious and
affordable food that won`t break the bank. It`s no wonder Taco Bell`s 5,600
restaurants sell more than 22 million Why Pay More Value Menu items each week.

The 79-89-99 Why Pay More Value Menu gives customers the variety they seek. For
79 cents, they can enjoy the Cheese Roll-Up, Triple Layer Nachos and Cinnamon
Twists. Joining the 89 cent Crunchy Taco this summer is the new Grilled Chicken
Burrito, featuring the creamy avocado ranch sauce, and a Chicken Soft Taco. The
99 cent menu features classics like the Soft Taco, Bean Burrito, Cheesy Double
Beef Burrito and Caramel Apple Empanada.

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. For more
information, visit www.tacobell.com.

About Draftfcb

Launched in 2006, Draftfcb is a modern agency model for clients seeking
creative, accountable marketing programs that build business and deliver a high
Return on IdeasTM. With more than 136 years of combined expertise, the company
has its roots in both consumer advertising and behavioral, data-driven direct
marketing. The agency is the first global, behavior-based, fully inclusive,
highly creative and accountable marketing communications organization to operate
against a single P&L. The Draftfcb network spans 97 countries, with more than
9,700 employees worldwide, and is part of the Interpublic Group of Companies
(NYSE: IPG). The agency`s global corporate leadership team includes Howard
Draft, executive chairman; Laurence Boschetto, CEO and president; Jonathan
Harries, vice chairman and worldwide chief creative officer; and Neil Miller,
CFO. For more information, visit www.draftfcb.com.

Taco Bell Corp.
Will Bortz / Deb Bell
949-863-3915
will.bortz@tacobell.com
deb.bell@tacobell.com

Copyright Business Wire 2009