Taco Bell Marketing Chief Will Pitch for Fannie Mae

Vada Hill, the Taco Bell Corp. executive largely responsible for making the chain’s talking Chihuahua a fast-food icon, is leaving the Irvine-based company for the Federal National Mortgage Assn.

Hill, 39, will become chief marketing officer of the quasi-public outfit better known as Fannie Mae, a government-chartered company that buys home loans in the secondary market. The new job, Hill said in a statement, will allow him the opportunity “to make a meaningful contribution that comes straight out of politics, public policy and marketing--true passions of mine.”

It wasn’t clear Tuesday what direction Hill will try to take Fannie Mae’s marketing programs. He declined to be interviewed. Hill is a Harvard graduate who previously worked for former U.S. Education Secretary Lamar Alexander on education reform.

Hill was appointed chief marketing officer of Taco Bell in 1997, the same year the popular pup first mouthed “Yo quiero Taco Bell” in a television commercial, which immediately rejuvenated faltering sales. The chain, which has about 5,000 stores, has experienced consistent sales increases ever since.

Before Hill’s arrival and the Chihuahua promotion, Taco Bell was faltering in large part because its advertising and marketing had lost touch with its most important customer: the hungry young male who drives fast-food sales.

Hill and TBWA/Chiat/Day are credited with reviving Taco Bell’s advertising in the hotly contested fast-food industry in face of competition from such powerhouses as McDonald’s Corp. and Burger King.

The minuscule dog, with its permanent smirk and evocative voice, was given attributes of these core customers: attitude and a love of fast food.

Randall Hiatt, an Irvine restaurant consultant, said the Chihuahua campaign undoubtedly raised Hill’s profile and attracted outside offers. “It’s going to be one of the most memorable campaigns,” Hiatt said. “I’d say it ranks right up there with [Burger King’s] ‘Where’s the Beef?’ ”

In a previous interview, Hill said that it was his job to make sure that the image of the Chihuahua remained “cool” and wasn’t overexposed. He believed that the character would enjoy a lengthy shelf life if the company did its job right.