1. 1 Taco Bell Fresh, Fast, & Friendly Prestige Worldwide Consulting Group 12/7/2011

2. Problem Surveys show customers rate the quality of food at leading fast food restaurants as fair to poor. The same survey shows customers are eating out less due to concerns of the quality of food health. A review of corporate records shows an increase of 20% in the last three years in customers concern over the quality, safety and nutrition of food served by Yum’s leading brands. A content analysis of media coverage of Yum’s leading brands revealed less than 10 percent discuss the quality of food in a positive way 2

3. Problem Statement Consumer confidence of quality, safety and nutrition of fast food is continuously decreasing. 3

4. Objectives Objective #1 To increase consumer knowledge of the quality, safety, and nutrition of Taco Bell within six months of the start of the campaign. Objective #2 To increase consumer trust in the quality, safety, and nutrition of Taco Bell within six months of the start of the campaign. Objective #3 To increase from 10% to 50% the number of positive food stories in media about Taco Bell. 4

5. Key Message “Fresh, Fast, and Friendly” 5 Target Publics Moms Consumers Media

6. Strategy #1 Tactics nationwide tour stopping at specific target markets Block-O-Bell parties at Taco Bell locations official team for Block-O-Bell Tour create promotional tools such as incentives for events in each community promote events via Facebook and Twitter Hold events to promote healthy food options available from Taco Bell. 6

7. Strategy #2 Tactics set up Twitter account and Facebook page make the sites interactive post information and pictures of the farms that supply Taco Bell’s meat and other ingredients Use social media to communicate the quality of products and nutritional facts associated with Taco Bell. 7

8. Strategy #3 Tactics Tacos with Tina campaign Get Fit Day Tina Fey as Spokesperson national and regional chapters Tina features a blog on motherhood and giving her kids healthy food options Reach out to moms across the nation to generate positive word of mouth marketing. 8

9. Strategy #4 Tactics From the Farm Get Fit Day featured at elementary schools around the country ran by the moms campaign and sponsored by Fresco Taco Bell Block-O-Bell Parties Raise awareness by placing stories in the media to generate positive news coverage of the quality and nutritional options Taco Bell offers consumers. 9

10. Evaluation of Campaign Success Implementation Survey people that attend Block-o-Bell parties by giving an incentive for completing the survey. Count the number of messages we place in the media and keep track of positive versus negative stories. Impact Measure sales revenue of fresco items before and after the campaign. Survey web audience, social networking followers and contacts from Block-o-Bell surveys to evaluate knowledge gained and opinion changes. 10

11. Campaign Materials Block-O-Bell Team Job Flyer Block-O-Bell Party Flyer Block-O-Bell Bus Tour Route T-Shirt Twitter Account Facebook Page Tacos with Tina Flyer Get Fit Day Flyer 11

14. Block-O-Bell Bus Tour Route

15. Free T-shirts at Block-O-Bell Parties & Get Fit Days

16. What’s up Columbus! The #BlockOBell bus has arrived! Visit our location on N. High St for free food and fun! The #BlockOBell bus is making its way across the country! Do you see us? Tweet a pic of the bus to get a free Fresco Taco! Wanna hear what Tina Fey & other moms have to say about our food? Visit us on Facebook to see their blogs about their experiences! #FreshFastFriendly

17. Tacos with Tina blogs Enter Block-O- Bell Bus photos Nutrition Facts

20. Questions? 20