Healthy Was Bad For Them

Taco Bell wanted you to feel good about your waistline. Now it wants you to feel good about yourself.

The Mexican fast-food chain rolled out a $200 million advertising campaign over the weekend aimed at creating a hip image for Taco Bell and capturing “the positive attitude that’s emerging in America.”

Another goal of the “Nothing Ordinary About It” campaign: reversing the same-store sales slide that occurred as the company was pushing its low-fat Border Lights menu.

“They need to get back to what brought them to the party, which was not selling healthy food,” says Ron Paul, a Chicago-based restaurant consultant.

“America wants to taste more out of life and that’s why they’re coming to Taco Bell,” said Peter Waller, the company’s senior vice president of marketing.