The Bold and the Beautiful: Taco Bell(R) Helps Canadians Spice Up Valentine's Day

• Press Release
• Source: Taco Bell
• On 7:00 am EST, Thursday February 12, 2009

TORONTO, ONTARIO--(MARKET WIRE)--Feb 12, 2009 -- Editors Note: A Photo and a video are included with this press release.

Taco Bell® is bringing soap opera drama to fire up Canada's sweethearts and singles this Valentine's Day.

Notoriously bold in taste and 'tude, Taco Bell has partnered with an award-winning soap writer to create spicy hot, free Valentine's Day messages that Canadians can send to friends, lovers and crushes directly from tacobell.ca.

Without an official Valentine this year and feeling a bit lovelorn? Add a little hot sauce to your Valentine's Day by signing-up to have a Taco Bell Latin lover leave you a fiery and passionate voicemail on February 14th!

Canada Likes it Hot on February 14th

"Taco Bell's Hot Valentine survey shows that 71% of Canadians in a relationship and 60% of singles secretly hope someone will spice up their Valentine's Day. Not only that, more than a third (38%) believe that people who like hot sauce are more likely to be adventurous lovers," says Camille Krupa, Senior Marketing Manager, Taco Bell Canada. The online survey was conducted by Ipsos-Reid this January.

"That's why Taco Bell thought it would be fun to help Canada get inspired to make this February 14th hotter than ever! Now through February 14th, visit tacobell.ca to plagiarize one of our saucy text or emails and send video messages and voicemails," says Krupa.

TacoBell.ca Offers 15 Ways to Tease your Lover

Starting February 11, 2009, Taco Bell fans will be able to choose from 15 free, flirty texts, passionate e-mails, sexy voicemails and steamy video messages - penned by daytime soap writer and Writer's Guild of America Award winner, Marina Alburger.

Inspired by dramatic soap opera scenes, the Taco Bell lines of love will be delivered by sexy male and female actors - and are rated mild, hot and fire, just like Taco Bell's trademark Border Sauces. For more information and to send your own sexy bold Taco Bell Valentine's Day message, visit tacobell.ca.

Want to Spice it Up? Consider Putting Hot Sauce on the Menu

Here's an interesting fact for your next dinner or lunch date. According to the Taco Bell Hot Valentine survey, a love of spicy foods and a spicy love life go hand-in-hand. 42% of Canadians (49% of men) believe that people who like spicy foods are more likely to have a passionate nature.

Want to spice up your life and still keep a little money in your pocket? Try Taco Bell's Why Pay More value menu. For just 99 cents you can get a Hard Taco, Soft Taco or Cinnamon Twists. Or for just $1.29 you can have the Double Decker Taco or Bean Burrito. For those with a big appetite for love (and lunch), try the Big Bell Box Meal, starting at $6.99. Packed with tacos, burritos and much, much more ? it's definitely big enough to share...but you won't want to!! Top them off with your preferred blend of Taco Bell's famous Border Sauce hot sauce in either Mild, Hot or Fire.

About the Survey: Regional Highlights

The Ipsos-Reid survey was conducted from January 22 to January 23, 2009. This online survey of 1015 Canadian adults was conducted via the Ipsos i-Say Online Panel, Ipsos Reid's national online panel. The sample was balanced by region according to census data and has an accuracy rating +/-3.1%, 19 times out of 20.

Regional Highlights:

I secretly hope my lover will spice it up for Valentine's Day

(agree/strongly agree)(i):

BC equals 64% AB equals 72% SK/MB equals 61% ON equals 68%

QC equals 78% Atlantic equals 76%

I secretly hope someone will spice up my Valentine's Day

(agree/strongly agree)(ii):

BC equals 63% AB equals 47% SK/MB equals 61% ON equals 69%

QC equals 52% Atlantic equals 44%

People who like spicy food are more likely to have a passionate nature

(agree/strongly agree):

BC equals 51% AB equals 57% SK/MB equals 42% ON equals 40%

QC equals 34% Atlantic equals 47%

(i) in a relationship; (ii) single

About Taco Bell

Taco Bell is the largest Mexican inspired quick service restaurant in Canada. Started in 1981 with one restaurant in Ontario, it has grown to have 188 restaurants across Canada. Taco Bell, Inc. is a subsidiary of Yum! Brands, Inc. (NYSE:YUM - News). Taco Bell continues to grow and has partnered with KFC® to develop multi-brands that bring two great tastes under one roof.

To view the accompanying image, please visit the following link:

www.marketwire.com/library/20090211-tacob_800.jpg.

To view the accompanying video, please visit the following link:

www.youtube.com/watch?v=DY-dUXe0YPw&feature=channel_page.

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