One Stolen Base At The 2008 World Series(R) Equals Millions Of Free Tacos For America

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Taco Bell's® "Steal A Base, Steal A Taco" MLB® World Series® Offer Returns To Reward Fans

October 20, 2008 // Franchising.com // Irvine, Calif., – With America hungry for some positive news, Taco Bell® is giving fans an extra tasty incentive to tune into the 2008 Major League Baseball World Series and cheer for action on the base paths as one player will have the opportunity to steal millions of free tacos for America.

Taco Bell, the official Quick Service Restaurant (QSR) of Major League Baseball® (MLB), today announced that its highly successful “Steal A Base, Steal A Taco” promotion will return for a second year during the Fall Classic™. If any player, from either team, during any game, steals the first stolen base of the 2008 World Series, everyone in the U.S. will have the opportunity to enjoy one free Crunchy Seasoned Beef Taco from Taco Bell.

"Last year we gave away millions of tacos to America, and based on the wild popularity with consumers, we're bringing back the promotion," said David Ovens, chief marketing officer, Taco Bell Corp. "With consumer sentiment near all time lows, 'Steal A Base, Steal A Taco' is our way of extending the magic of the World Series to everybody by celebrating the game and rewarding fans, no matter which team you root for."

If the first stolen base occurs during Games 1, 2, 3 or 4, America will be able to get a free Crunchy Seasoned Beef Taco on Tuesday, October 28 from 2:00 p.m. to 6:00 p.m. local time at all participating Taco Bell® locations. If the first base is stolen in Games 5, 6 or 7, America will be able to get their taco on Monday, November 3 from 2:00 p.m. to 6:00 p.m. local time at all participating Taco Bell® locations. Baseball fans are invited to visit www.stealabasestealataco.com for more information on how to get their free taco.

Last fall, Boston Red Sox center fielder Jacoby Ellsbury stole second base in the bottom of the 4th inning of Game 2 at the World Series, becoming the first ever Major League Baseball player to steal millions of tacos for America. With the start of the World Series just days away, baseball fans will undoubtedly ask, "Who will be this year's Taco Bell hero?" "Because last year was my first in the big leagues, there were a lot of firsts," said Jacoby Ellsbury, Boston Red Sox center fielder. "My first start, first hit, first World Series ring and to top it all off, I had the chance to steal a base that won tacos for America. Winning the World Series was the highlight, but winning tacos for America was pretty cool too."

Taco Bell has a long history of "Think Outside the Bun®" promotions with Major League Baseball. In addition to last year's successful “Steal A Base, Steal A Taco” World Series promotion, the company has also placed its famous "Free Taco" target at multiple World Series games. Taco Bell is currently in its fifth year as an Official Sponsor of Major League Baseball.

"The 'Steal a Base, Steal a Taco' promotion gives Taco Bell a remarkably creative way to engage with our fans around Baseball's most important event, the World Series," said John Brody, Senior Vice President, Corporate Sales and Marketing, Major League Baseball. "This is another example of Taco Bell's 'Think Outside the Bun' philosophy that will connect with the millions of MLB fans across the country."

Marketing Support

To drive awareness of the "Steal a Base, Steal a Taco" promotion, Taco Bell will tag its :15 second Volcano Taco television spots with www.stealabasestealataco.com and the World Series logos. The spots will air beginning Saturday, October 18 and throughout the weekend before the Fall Classic™. A full page ad in USA Today will announce the promotion. "Steal A Base, Steal A Taco" will also benefit a worthy cause - a monetary donation of $20,000 will be made to the Boys & Girls Clubs of America, the Official Charity of Major League Baseball as well as Taco Bell®, in the name of the player who steals the "free taco" base in the 2008 World Series. No Purchase Necessary. Subject to Terms and Conditions available in-store and online at www.stealabasestealataco.com. If a base is stolen during regulation or extra innings play by any player for either MLB® team participating in the 2008 MLB® World Series®, Taco Bell® will offer every person in the U.S. the opportunity to obtain one (1) free Crunchy Seasoned Beef Taco (Approximate Retail Value 91¢, prices may vary) at participating Taco Bell® restaurants in the United States on the date designated herein. Eligible consumers can obtain their free Crunchy Seasoned Beef Taco on Tuesday, October 28, 2008 (if base is stolen in Games 1-4 on October 22, 23, 25 or October 26, 2008) OR Monday, November 3, 2008 (if base is stolen in Games 5-7, October 27, 29 or October 30, 2008) ("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 the District of Columbia between 2:00 p.m. and 6:00 p.m. (local time) on the Redemption Date only and request a Free Crunchy Seasoned Beef Taco. Limit one (1) Free Crunchy Season Beef Taco per person. Void where prohibited. Offer valid at participating Taco Bell® locations. Portions ©2008 Taco Bell Corp.

About Taco Bell Corp.

Taco Bell Corp. ("Taco Bell"), a subsidiary of Yum! Brands, Inc., (NYSE: YUM), is the nation's leading Mexican-style quick service restaurant chain. Taco Bell serves tacos, burritos, signature quesadillas, Grilled Stuft Burritos, nachos, and other specialty items such as Crunchwrap Supreme®, in addition to the 79-89-99 Why Pay More™ Value Menu. Taco Bell serves more than 36.8 million consumers each week in nearly 5,600 restaurants in the U.S.

About Major League Baseball Properties

The Major League Baseball Clubs formed Major League Baseball Properties (MLBP) in 1966 as the Club’s agent for marketing and trademark licensing and protection. Major League Baseball Properties is responsible for managing consumer licensing activities, developing national advertising campaigns, cultivating sponsorship opportunities with major consumer brands and corporations, growing the game and the business of baseball outside the United States and creating national marketing programs in conjunction with Clubs, broadcast rights holders and national sponsors. MLBP also operates a full-service video and audio production unit (Major League Baseball Productions), a publishing division and stock photo licensing agency, and manages logistics for the All-Star Game and World Series as well as all other special events. For more information on Major League Baseball, log on to www.MLB.com.

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