The other day I was reading an article discussing whether or not (and how) Taco Bell should publicly acknowledge the lawsuit brought against them. The suit claims that the fast food chain’s beef filling is more like ‘beef.’ The taco filling, they maintain, is not up to FDA standards.
While the possibility of this lawsuit critically affecting Taco Bell’s financial status are slim, the company has decided to publicly, and creatively, address the issue. Starting on Friday, Taco Bell is launching an advertising campaign in such mass print newspapers as The New York Times, Wall Street Journal, and others. The purpose of these ads, says Taco Bell’s president Greg Creed, is to “set the record straight.”
Creed insists that the lawsuit is “bogus and filled with completely inaccurate facts.” Perhaps demonstrating the truth to this statement, the company has committed itself to this rather expensive advertising campaign. While no official price tag has been released, the ads are full-page, color, and in major publications; adding up to a hefty price tag.
The page boldly declares, “Thank you for suing us. Here’s the truth about our seasoned beef,” followed by a rundown the meat’s true ingredients.
While this case has made headline news, Taco Bell didn’t necessarily have to address it. Opponents might have argued that by addressing it publicly, they are bringing more attention to a case better left to fizzle out on its own. As mentioned, despite the coverage, Taco Bell’s reputation and finances would not necessarily be dramatically effected. However, the fast food restaurant’s confidence in their own product has led them to take a stand. Does this ad campaign just add more fuel to the fire, or is Taco Bell being smart in acknowledging the claims brought against them?
With all of the debate going on, all I can think of is the days of the Taco Bell Dog ad campaigns. Oh to return to those days…Yo quiero Taco Bell dog.
Past is Prologue 