News

Taco Bell stands tall with 88-cent deal

February 28, 2011

Although the class action lawsuit over Taco Bell’s beef authenticity was brought forth in mid-January, and the chain has since rolled out an extensive and transparent ad campaign supporting its products, it continues to vigorously defend itself.

Taco Bell has revealed another national advertising campaign this week, featuring employees sharing facts about the chain’s seasoned beef recipe.

The Taco Bell “Talk” campaign is an integrated marketing effort that includes 30- and 15-second television spots, Internet radio ads, online keyword buys, social media support and Hispanic broadcast spots.

The commercials feature actual Taco Bell employees, restaurant managers and franchisees representing the more than 150,000 team members and 350 franchise operators within the brand’s system.

In the ads, an employee states “Our seasoned beef is 88 percent premium ground beef and 12 percent signature recipe. If you want to see that signature recipe, go to tacobell.com. It’s right there.”

Taco Bell’s website includes information regarding its seasoned beef recipe of 88 percent beef and 12 percent seasonings, spices, water and other ingredients. The role of these ingredients is explained in a frequently-asked-questions section on the site, and nutritional information and the complete seasoned beef signature recipe are also included.

Taco Bell embraces the 88

The ads coincide with Taco Bell’s special 88-cent offer for a Crunchwrap Supreme, purposefully priced to symbolize the amount of ground beef in the brand’s recipe.

The offer is available at participating locations through March 5 for a limit of two per person per visit. The regular suggested price for the Crunchwrap Supreme is $2.39.

“When we first learned of the beef lawsuit, we immediately set the record straight. Next, to thank our most loyal customers, we offered them a free Crunchy Beef Taco,” said David Ovens, chief marketing officer, Taco Bell. “We're pleased the customers have reacted favorably. However, there are still many people who haven't heard our beef quality facts. We want all our customers to know the truth and we’re taking swift action with our ‘Talk’ campaign.”

Beasley, Allen, Crow, Methvin, Portis & Miles P.C., a Montgomery, Ala.-based law firm, filed the lawsuit against Taco Bell, claiming it misleads consumers with advertisements touting its ground beef menu items. The suit challenges Taco Bell’s practices of marketing its “seasoned ground beef” or “seasoned beef” filling, instead of the majority of non-meat substances that the firm portends are used.