Taco Bell is planning a Super Bowl ad that will reveal news of what company officials are calling its “biggest food creation yet.”

But the new product remains a secret for now.

Taco Bell, however, is aiming to build suspense with a marketing campaign around an amusing but “purposefully redacted” press release on its new Ta.co website.

The release reveals only that the product is described by Chris Brandt, Taco Bell’s chief concept and brand officer, as “delicious” and “the next craveable food creation.”

The 30-second spot is the first Super Bowl ad for Taco Bell since 2013, and it was created by Deutsch LA.

Taco Bell, meanwhile, in recent months has been reportedly testing items like the Croissant Taco, a breakfast item featuring eggs and sausage in a croissant-like shell, and the Naked Crispy Chicken Taco with fried chicken as shell substitute.

If such tests indicate a theme, it’s reasonable to expect the new item will not include a typical taco shell.

French toast tacos anyone?

Contact Lisa Jennings at lisa.jennings@penton.com.
Follow her on Twitter: @livetodineout