News

Taco Bell launches another ad campaign in wake of dropped lawsuit

April 19, 2011

When Taco Bell was sued by Alabama-based law firm Beasley Allen in January, the company responded with an ad barrage spanning national newspapers, television stations and social media outlets. Now that the lawsuit has been voluntarily withdrawn by the plaintiffs, the chain has launched another national ad campaign directed at both consumers and Beasley Allen.

Taco Bell has announced that its new national ad campaign was created to make sure consumers know that it has not changed products, ingredients or advertising despite what the Beasley Allen law firm claimed when it filed the suit.

"We stand behind the quality of every single one of our ingredients, including our seasoned beef, and we want consumers to know that we didn't change our marketing or product because we've always been completely transparent," Taco Bell's CEO Greg Creed said.

When the lawsuit was filed "on behalf of all consumers," the law firm challenged Taco Bell's marketing tactics surrounding its seasoned beef filling, claiming a majority of it was non-meat.

In response, Taco Bell unleashed ads and statements outlining the quality of its products, and even gave away free tacos to customers for their support during the lawsuit drama. Creed appeared in most of the campaigns to set the record straight about the chain's seasoned beef.

Now Taco Bell is asking attorneys at Beasley Allen to set the record straight as well, and to apologize for bringing on the suit in the first place.

Once Again, the company is placing full page ads in national publications such as the Wall Street Journal, New York Times and USA Todayas well as in local market newspapers including the Chicago Tribune, Los Angeles Times, New York Postand Orange County Register. The company also is executing a campaign to reach its Hispanic customers.

To reach consumers online, the company launched a YouTube video featuring Creed speaking about the withdrawal of the lawsuit. The online campaign is supported on leading search engines and social media sites.

The full advertising copy reads:

"Would it kill you to say you're sorry?

The law firm that brought false claims about our product quality and advertising integrity has voluntarily withdrawn their class action suit against Taco Bell.

• No changes to our products or ingredients.
• No changes to our advertising.
• No money exchanged.
• No settlement agreement.

Because we've ALWAYS used 100% USDA-inspected premium beef.

Sure, they could have just asked us if our recipe uses real beef. Even easier, they could have gone to our Web site where the ingredients in every one of our products are listed for everyone to see. But that's not what they chose to do. Like we've been saying all along, we stand behind the quality of every single one of our ingredients, including our seasoned beef. We didn't change our marketing or product disclosures because we've always been completely transparent. Their lawyers may claim otherwise, but make no mistake, that's just them trying to save a little face.

We were surprised by these allegations, as were our 35 million customers who come into our restaurants every week. We hope the voluntary withdrawal of this lawsuit receives as much public attention as when it was filed. As for the lawyers who brought this suit: You got it wrong, and you're probably feeling pretty bad right about now. But you know what always helps? Saying to everyone, 'I'm sorry.'

C'mon, you can do it!"