Wednesday
Jan062010

Taco Bell Adds NBA Element To Drive-Thru Diet Menu Campaign

January 6, 2010: Taco Bell is adding another element to its recently launched campaign touting the fast-feeder's Fresco-style menu, teaming with the NBA to unveil a “Driving Better Choices” program. The digital campaign will focus on health and fitness and  highlight Taco Bell’s "Drive-Thru Diet Menu," which features seven Fresco-style menu offerings with nine grams or less of fat.

Taco Bell, an official partner of the NBA, will use special video content on a dedicated Web site with Chicago Bulls guard Derrick Rose and Milwaukee Bucks guard Brandon Jennings, in which the players share their fitness tips with fans. Taco Bell is also the title sponsor of the Skills Challenge, during which Rose will seek to defend his 2009 title on NBA All-Star Saturday Night at the NBA All-Star Game next month in Dallas.

In addition, consumers can enter a “Driving Better Choices NBA All-Star Experience” sweepstakes. By making their own “better choices” pledge they will be eligible to win a trip for two to  the 2010 NBA All-Star Game. Aside from the Web site, the sweepstakes will also be promoted through the NBA’s Facebook and Twitter sites. (Full details here.)

Driving Better Choices presented by Taco Bell coincides with the inaugural NBA FIT Week. From Jan. 4-11, the NBA, its teams, and players will promote and support the league’s comprehensive health-related program that encourages kids, parents and families of all fitness levels to be physically active.  

Taco Bell's new campaign stars Christine Dougherty, a Taco Bell customer whom the restaurant chain said lost 54 pounds over a two-year period by replacing her usual fast-food lunch or dinner with an item from Taco Bell's Fresco menu. Lead agency is DraftFCB, Irvine, Calif.

“The NBA is proud to work with Taco Bell to introduce the Driving Better Choices program to fans of all ages during our inaugural NBA FIT Week,” Mark Tatum, NBA evp-marketing partnerships, said in a statement.  “Exclusive content from NBA players like Derrick Rose and Brandon Jennings will provide valuable information to our fans and help encourage them to set their own fitness goals and to make healthier eating choices.”

Taco Bell is being careful regarding the positioning of its overall campaign. On its Web site, the company explains, "Drive-Thru-Diet is not a weight-loss program. For a healthier lifestyle, pay attention to total calorie and fat intake and regular exercise."

“Our Drive-Thru Diet Menu helps people understand there are seven lower calorie, great tasting choices under nine grams of fat at Taco Bell," David Ovens, CMO for Taco Bell Corp., said in a statement. " By partnering with the NBA during their NBA FIT week, people can see how world class athletes also make better choices within their exercise routine and apply that knowledge to their own lives.”

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