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 with The “Roosevelts” campaign for Taco Bell’s “Why Pay More!” Value Menu. Taco Bell will debut a two-minute commercial during the 2009 Major League Baseball All-Star Game on Tuesday, July 14 at 8:00 p.m. ET on FOX.
“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, via 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).