Taco Bell is returning to the Super Bowl with a big secret.

Taco Bell is returning to the Super Bowl with a big secret. The brand is planning to unveil their “biggest food creation yet,” during their 30-second Super Bowl spot this year—their first since 2013—bucking the trend of releasing ads in the weeks before the event. A “purposefully redacted,” press release has been posted on Ta.co to build excitement, and clues will reportedly also be dropped at “ambiguous activities and pop-up events” leading up to the game. Taco Bell has a history of offering out-of the-box menu creations, like the Croissant Taco, to appeal to adventurous Millennial eaters. (Adage, NRN)