Mexican-style quick service restaurant (QSR) chain Taco Bell, a subsidiary of YUM! Brands, has signed a US$15m advertising commitment on the MTV Network.

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The agreement makes Taco Bell the exclusive QSR sponsor of the MTV Video Music Awards (VMAs) and the 2003 MTV Movie Awards. Taco Bell will also sponsor the hit series “The Osbournes” in the Q4 2002 and the Q1 2003. The package also included advertising on other popular MTV programming.


Debbie Myers, VP, media services, entertainment & licensing for Taco Bell, explained: “MTV is the quintessential network for Taco Bell’s `Outside the Bun’ personality and is extremely important in communicating Taco Bell to its core fans.


“This sponsorship gives us a strong opportunity to build equity with nationally televised events and unique programming every quarter.”

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