After a two-year hiatus, Taco Bell announced today it would be returning as a Super Bowl 50 advertiser this year.
The brand said it plans to reveal the national launch date for its “highly anticipated” food creation with a 30-second spot to be aired during the game.
What exactly Taco Bell will be unveiling is anyone’s guess.
To help build buzz around its upcoming Super Bowl campaign, the brand used its usual sense of humor by redacting a number of details in the release, including what the new menu item will be, when it will be available, and even the name of the campaign.
Here’s a portion of the announcement posted on Taco Bell’s website:
Taco Bell encouraged fans to keep up with the latest news around its soon-to-be released menu item on its Ta.co Feed, but stayed on message by blacking-out the campaign’s hashtag.
This will be Taco Bell’s first Super Bowl appearance since 2013.
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