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NEW YORK The fast-food chain that asks consumers to “Think outside the bun” in its TV ads is thinking outside of the (TV) box. For the first time, Taco Bell is turning to cinema as it ramps up its “Why pay more?” campaign to push nine menu items priced at 79 cents, 89 cents and 99 cents.
The new ad, dubbed “Roosevelts,” referring to the president pictured on the dime, debuts today in National CineMedia’s FirstLook pre-feature program across 171 markets.
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