Legal News

?A Calculated Risk?: Taco Bell Presses the ?88 Percent Real? Campaign

By Ashby Jones

Okay, okay, Taco Bell. We hear you.

We found your initial response to the fake-food lawsuit refreshing, but now it’s time to turn down the volume a little bit. Your shtick is wearing thin.

The Bell is acting like the lawsuit filed by an Alabama law firm last month claiming the tacos comprise mostly of filler — not beef — is the greatest thing to happen to it.

Starting this week, Taco Bell will air television commercials, radio spots and other ads featuring franchisees and employees talking about the makeup of its taco filling. In one ad, an employee says, “Our seasoned beef is 88% premium ground beef and 12% signature recipe. If you want to see that signature recipe, go to tacobell.com. It’s right there.” Click here for Julie Jargon’s story in the WSJ.

Earlier Taco Bell, a unit of Yum Brands Inc., ran full-page newspaper ads headlined, “Thank you for suing us.” Taco Bell President Greg Creed appeared in YouTube videos explaining that the 12% taco mixture that’s not beef is made up of water, oats, spices and cocoa powder to provide flavor, texture and moisture. The company also posted messages to Facebook and bought key words on Internet search engines to direct people to Taco Bell’s website.

But it hasn’t been enough, apparently.

“We’re pleased that according to our research, the customers who saw these responses have reacted favorably. However, there are still many people who haven’t heard our beef quality facts,” David Ovens, Taco Bell’s Chief Marketing Officer, said in a company announcement.

Taco Bell is trying to entice people to come to its restaurants with an offer, mentioned in the ads, of a Crunchwrap Supreme for 88 cents, down from its normal price of $2.39. (We have to admit that picture makes our stomach growl.)

Marketing experts said the company is taking a chance with the ads, but that they could pay off.

“Continuing with an ad campaign might seem counter intuitive, but Taco Bell now has a teachable moment. Now that people have heard about the suit and seen the ads, I think they’re open to some marketing messages,” says Gene Grabowski, a senior vice president and chairman of the crisis-and-litigation practice at Levick Strategic Communications in Washington. “But it’s a calculated risk.”

Full post as published by Law Blog - WSJ.com on February 28, 2011 (boomark / email).