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TACO BELL HELPS WILLIE NELSON LAUNCH FARM AID VI WITH $20,000 KICK-OFF CONTRIBUTION

 AMES, Iowa, Feb. 22 /PRNewswire/ -- Taco Bell Corp. this morning joined forces with country legend Willie Nelson to launch Farm Aid VI, which will be held here on April 24, by contributing $20,000 to help kick off this year's fundraiser to benefit America's farm families.
 In presenting the check to Nelson, Taco Bell's director of public affairs, Janis Smith, said, "As one of the nation's largest food service buyers of fresh farm produce, Taco Bell is interested in maintaining the strength of farming in the nation. We're joining Willie Nelson and his friends in Farm Aid VI to demonstrate our support for the American farmer."
 After the official announcement of Farm Aid VI and the check presentation, Taco Bell gave guests, which included representatives from farm groups, Farm Aid officials and local dignitaries, an opportunity to preview Nelson's first commercial, which he recently finished shooting for Taco Bell. The spot is set to begin airing nationwide later today.
 The new commercial features Nelson singing a song, titled "Rose Tattoo," about a young man who, after arriving at the border,' is offered a ride by an attractive and mysterious woman with a rose tattoo. The woman introduces him to the delights of Taco Bell's new steak products and then, just as quickly as she appeared, drops him off in the middle of the desert, a changed man.
 The commercial incorporates and plays off of Taco Bell's "Run for the Border" theme while allowing Nelson to, as Smith explained, "be himself and do what he does best, which is entertain. Willie is an ideal fit with Taco Bell's five-year-old border' campaign. He is definitely a border' person, namely someone who is unconventional and has the courage of his convictions." Previous commercials have featured celebrities such as Johnny Cash, Little Richard and Hammer.
 The commercial, which was developed by Foote, Cone & Belding/San Francisco, will run from Feb. 22 through March 23 on network television (including a sponsorship of the Grammy Awards later this week) and will be supported with substantial in-store promotion.
 Irvine, Calif.-based Taco Bell, a subsidiary of PepsiCo Inc., is the nation's leading Mexican-style quick service restaurant chain, with more than 3,700 restaurants and 70,000 employees nationwide.
 -0- 2/22/93
 /CONTACT: Daryl McCullough of Rogers & Cowan, 310-201-8857, for Taco Bell; or Janis Smith, director-public affairs of Taco Bell, 714-863-3915/


CO: Taco Bell Corp. ST: Iowa, California IN: LEI SU:

GK-OS -- NY020 -- 8922 02/22/93 11:30 EST
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Publication:PR Newswire
Date:Feb 22, 1993
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