Taco Bell is turning to TV commercials to battle damage to its image from an American lawsuit questioning its taco filling.
The fast-food chain has been on the defensive since it was pushed into the media spotlight by a lawsuit that claimed the restaurant’s seasoned beef filling did not have enough beef to be billed as such.
The new $3 million television ad campaign comes the week that Taco Bell is due to respond to the lawsuit, filed in a U.S. District Court in California.
Taco Bell initially fought back with full-page ads last month in national newspapers. The print ads made a splash with the headline “Thank you for suing us.”
The company also launched a social media campaign, urging Twitter users to voice their support. And earlier this month Taco Bell offered Facebook fans a free crunchy beef taco to thank them for their loyalty.
Taco Bell said it planned the TV campaign after company studies showed the previous campaigns reached only about half the population.
The Alabama law firm that filed the lawsuit last month in California has said its testing showed the filling was made of only 35% beef and therefore couldn’t be called “beef.” Taco Bell has repeatedly said the claim is false.
In the television commercials, Taco Bell employees talk about the filling and direct customers to the company’s website for more information.
The commercials don’t mention the lawsuit, but emphasize the company’s message that the filling is 88% beef and 12% “signature recipe,” seasonings and other ingredients.
DePaul University communications Professor Joe Marconi said the new ads will likely have little impact, because customers who enjoy Taco Bell will probably continue to go, while those who don’t normally eat there will continue to stay away.
“This [ad campaign] is a gross overreaction on Taco Bell’s part, and I don’t think it’s going to get them anywhere,” Marconi said.
The ads risk putting renewed attention on the concerns about the filling, Marconi said.
Taco Bell said the campaign involves about 20% more commercials than it would run to introduce a new item.
