Taco Bell Reportedly Planning Media Blitz

Taco Bell, which a year ago spent heavily to promote its Border Lights menu, evidently is getting ready for another big push.

Advertising Age, an industry publication, reports that the PepsiCo Inc. subsidiary is preparing a $100-million advertising campaign to help rev up stalled sales. The company doesn’t comment on upcoming ad campaigns, but Advertising Age says the campaign will be backed by up to $100 million in media spending.

The Irvine-based fast-food chain recently took to the television airwaves with its 4 Alarm tacos, a product that’s being pitched by Shaquille O’Neal. The double-decker tacos are in keeping with Taco Bell’s pledge to develop menu items that will boost business among its 18- to 34-year-old core consumers.

Greg Johnson covers retail businesses and restaurants for The Times. He can be reached at (714) 966-5950 and at greg.johnson@latimes.com.