An approach to trifluoroacetylation of aromatic conjugated esters successfully led to the efficient and selective introduction of trifluoroacetyl group to the electron-deficient βor δ-carbon atom of ester under mild reaction conditions by magnesium-promoted reduction, followed by deacetalization with trifluoroacetic acid in moderate to good yields. A variety of fluorinated keto esters derived from ethyl cinnamates and β, γor γ-, δunsaturated fluorinated keto esters from aromatic dienoesters with a longer conjugation system were synthesized through this simple methodology utilizing ethyl trifluoroacetate as a fluorine-containing carbon source.