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$5 Taco Discovery Box (1x1) Credit_ Taco Bell Corp. .jpg Photo courtesy of Taco Bell
Taco Bell's new $5 Taco Discovery Box is available on Taco Tuesdays through early June.

Taco Bell promotes its new Cantina Chicken with a $5 ‘Discovery Box’

The restaurant company has recruited LeBron James and Jason Sudeikis to promote its new Taco Discovery Box, available on Taco Tuesdays through early June.

Taco Bell is promoting its new Cantina Chicken menu with a $5 “Taco Discovery Box,” as well as some help from NBA all-star LeBron James and actor/comedian Jason Sudeikis. The $5 Taco Discovery Box includes a Cantina Chicken Crispy Taco, two classic tacos, and a medium fountain drink, available exclusively on Taco Tuesdays from April 23 through June 4.

Taco Bell’s Cantina Chicken menu was introduced in March and features five new items, the Cantina Chicken Soft Taco, Cantina Chicken Crispy Taco, Cantina Chicken Burrito, Cantina Chicken Quesadilla, and Cantina Chicken Bowl. Executives shared that the menu is aimed at generating more traffic at lunch and the company initially promoted the launch with Sudeikis as part of a campaign to “end the late-night rumors.”

The intentional Tuesday-only availability of the Taco Box deal also comes on the heels of the chain’s victorious trademark battle over “Taco Tuesday.” The months-long effort to cancel all trademarks for Taco Tuesday ended in October when Gregory’s Restaurant and Bar in Somers Point, New Jersey, relinquished its trademark after over 30 years. Gregory’s decision came about four months after Taco John’s dropped its Taco Tuesday trademark, which the chain owned in the other 49 states. Taco Bell recruited LeBron James to help with its Taco Tuesday efforts.

This time around, James and Sudeikis will star in a sitcom-inspired campaign called “Taco Twosday,” which follows the adventures of two friends trying new things on Tuesdays, such as beekeeping and rollerblading.

"Last year’s Taco Tuesday liberation was only the start, and now it’s on us to provide our fans with new innovations, experiences and value-driven offerings that continue to make Taco Bell a part of their Tuesday routines,” CMO Taylor Montgomery said in a statement. “Our new Cantina Chicken Menu is quickly becoming a fan-favorite and this $5 Taco Discovery Box makes it easier than ever for consumers to get a taste with the Cantina Chicken Crispy Taco that’s included within.”

The $5 Taco Discovery Box comes as more quick-service chains – including McDonald’s, White Castle, Burger King, and KFC – launch bundle deals to appeal to an increasingly discerning consumer set.

Contact Alicia Kelso at [email protected]   

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