Taco Bell taps 'Joe Millionaire' butler to boost image of new product

LOS ANGELES: Taco Bell is joining the reality-television craze with a new PR campaign to support its steak quesadilla. The Los Angeles office of Douglas Cohn & Wolfe will handle the campaign.

LOS ANGELES: Taco Bell is joining the reality-television craze with a new PR campaign to support its steak quesadilla. The Los Angeles office of Douglas Cohn & Wolfe will handle the campaign.

The fast-food chain has hired Joe Millionaire butler Paul Hogan for a short satellite media tour aimed at creating an "upscale" image for its new steak quesadilla. The offering was added to the Taco Bell menu last January, explained director of public relations Laurie Gannon.

Hogan was in New York last week for the event, which focused on a broadcast segment of him offering tips for making to-go meals seem classier and more high-end - such as decanting sodas into glass goblets.

"A butler stands for quality," said Gannon. "He is able to take ordinary, everyday people and products, and make them look like millions."

The PR initiative plays off the same theme as the advertising campaign, which also debuted last week.

That effort by Foote Cone & Belding centers on a butler who introduces working-class couples during an upscale event.

Twenty markets opted to pick up the satellite tour during its initial two-hour window, including Atlanta, Baltimore, and San Diego.

Gannon said that Taco Bell does not engage in PR efforts for every advertising campaign, but does do short efforts about six to eight times a year.

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