"Taco Bell is stepping up its $1 message as the fast-food industry gears up for its latest low-priced fight.The Yum Brands chain is opting for what could be considered opulence in a value play, with stylish ads meant to add a bit of drama and flair to its message. Its new campaign centers on a riff on the Illuminati, which Taco Bell, of course, is calling the Belluminati."

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