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Taco Bell Sics Chihuahua on Whopper

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The popular Chihuahua featured in Taco Bell Corp.’s commercials is turning into an attack dog in a print and television advertising campaign pitching the chain’s Gorditas tacos as tastier fare than Burger King’s Whopper sandwich. Taco Bell spokeswoman Laurie Gannon said market research conducted in recent years “shows that the Whopper is the gold standard for hamburgers among our customers. Now we’re saying that Gorditas’ taste beats that standard.” The ads that make their TV debut today are based on market research into taste preferences among males who constitute the chain’s core market. The campaign is the first comparative advertising campaign in recent history at Irvine-based Taco Bell, Gannon said. The chain also described the Gorditas line, which was introduced three months ago, as its most successful new product ever.

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