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Taco Bell aims for working moms

Published on .

Taco Bell, Irvine, Calif., longtime targeter of fast-food loving teens, nips at the growing market for family meals with a new line of Grande Meals, priced at $9.99, targeted to working moms. Network TV support starts April 4 with a 30-second spot from TBWA/Chiat/Day, Playa del Rey, Calif., featuring the chain's spokesdog. The chihuahua commandeers a public bus to chase down a mom in a minivan on her way home with a Grande Meal. There is a 45-second version, along with radio advertising. The meals sell for $9.99 and include 10 tacos or burritos, nachos and a Mexican Pizza.

Copyright April 1999, Crain Communications Inc.

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