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YUM! BRANDS

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Yum! Brands, Inc. : World Series Stolen Base Could Earn America Free Doritos® Locos Tacos from Taco Bell®

10/23/2012 | 08:20am EDT

'Steal A Base, Steal a Taco' Promotion Celebrates Fans with Millions of Free Doritos® Locos Tacos if a Base is Stolen During the 2012 MLB World Series

On the heels of combining two of America's favorite flavors to create the biggest taco launch of 2012 - the Doritos® Locos Tacos - Taco Bell® is now pairing the spirit of its tagline Live Más with one of the biggest sporting events of 2012: the Major League Baseball (MLB) World Series.

Today announced, MLB and Taco Bell are teaming up to give everyone in America the chance to get the best selling taco of 2012 free. In its biggest MLB promotion of the year, Taco Bell's "Steal a Base, Steal a Taco," will reward everyone in the U.S. with the opportunity to enjoy a free Taco Bell Doritos® Locos Tacos if any player steals a base during the World Series, which begins this Wednesday, Oct. 24 at 8:00 p.m. (ET) on FOX.

If the first stolen base occurs during Games One through Four, America will get free Doritos® Locos Tacos on Tuesday, Oct. 30 from 2:00 p.m. to 6:00 p.m. local time at all participating Taco Bell locations. If the first stolen base occurs during Games Five through Seven, America can redeem their free tacos on Monday, Nov. 5 from 2:00 p.m. to 6:00 p.m. local time at all participating Taco Bell locations. Fans are invited to visit www.mlb.com/stealataco beginning Oct. 24 for more information on how to receive a free taco. Limit one (1) Free Taco per person.

"Baseball in October is a magical time, and we want to give America something to rally behind together, regardless of their favorite team," said Brian Niccol, Chief Marketing & Innovation Officer, Taco Bell Corp. "We can think of no better way to celebrate America's favorite pastime than by giving out what America tells us is their favorite taco, Doritos Locos Tacos!"

Since first partnering with Major League Baseball in 2004, Taco Bell® has given away millions of free tacos to Americans with its highly successful "Steal a Base, Steal a Taco" campaign, which began in 2007 and returned in 2008. This year, the brand is giving everyone in the U.S. the chance to get not only a free taco, but the one and only Doritos® Locos Tacos.

Taco Bell will support the "Steal a Base, Steal a Taco" promotion with an integrated marketing effort that includes advertising (television, radio, online), social media and public relations. Furthering consumer engagement, fans will be encouraged to share their predictions on Taco Bell's Facebook page of when the stolen base will happen. On Twitter, they will be invited to join @TacoBell in supporting their favorite baseball players (via their handles) and campaigning for #stealataco.

Doritos Locos Tacos features a shell made out of Nacho Cheese Doritos chips on the outside, with the classic tastes of the Taco Bell crunchy taco on the inside: 100 percent premium seasoned beef, crisp shredded lettuce and real cheddar cheese. Available exclusively at participating Taco Bell restaurants nationwide, the suggested retail price for the Doritos® Locos Tacos is $1.29 (170 calories; 9g total fat) and $1.69 for a Doritos® Locos Tacos Supreme (200 calories; 11g total fat) with reduced-fat sour cream and diced tomatoes. Since its national launch in March 2012, Taco Bell has sold more than 230 million Doritos® Locos Tacos.

No Purchase Necessary. Subject to official rules found in-store and online at www.mlb.com/stealataco beginning Oct. 24. If a base is stolen during regulation or extra innings play by any player for either team in any game of the 2012 MLB World Series, Taco Bell will offer every person in the U.S. the opportunity to obtain one (1) free Doritos® Locos Tacos at participating Taco Bell restaurants in the United States. Eligible consumers can obtain their free taco on Tuesday, Oct. 30, 2012 (if base is stolen in Games 1-4) OR Monday, Nov. 5, 2012 (if base is stolen in Games 5-7) ("Redemption Date") only. To obtain the Free Taco, consumers must visit any participating Taco Bell restaurant in one of the fifty (50) United States or District of Columbia between 2:00 p.m. and 6:00 p.m. (local time) on the Redemption Date only and request a Free Doritos® Locos Tacos, while supplies last. Limit one (1) Free taco per person. Void where prohibited. Offer valid at participating Taco Bell locations.

About Taco Bell Corp.

Taco Bell Corp., a subsidiary of Yum! Brands, Inc., (NYSE: YUM), is the nation's leading Mexican-inspired quick service restaurant. Taco Bell serves made to order and customizable tacos, burritos, and specialties such as the exclusive Doritos® Locos Tacos, gourmet inspired Cantina Bell? Menu and lower calorie Fresco Menu. The company encourages customers to "Live Más," both through its food and in ways such as its Feed the Beat® music program and nonprofit organization, the Taco Bell® Foundation for Teens. Taco Bell employs more than 150,000 team members in nearly 6,000 restaurants across the United States, and has more than 350 franchise organizations that proudly serve more than 36 million customers every week.

Like: www.facebook.com/tacobell

Follow: Twitter @TacoBell and @TacoBellTruck

Subscribe: http://www.youtube.com/tacobell

Taco Bell Corp.
Deb Bell, 949-863-3915
deb.bell@tacobell.com
or
Taylor
Zack Smith, 323-330-0570
zsmith@taylorstrategy.com


© Business Wire 2012
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