Taco Bell Fights Back, Goes Viral w/ Print Campaign

“Thanks For Suing Us” Says President Greg Creed

Posted by on Jan 30

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Friday, January 28 marked the beginning of a new advertising campaign for popular fast food joint Taco Bell in response to legal claims being made against its taco and burrito beef filling.

The ads are Taco Bell President Greg Creed's answer to a class-action lawsuit filed last week in federal court in California. The lawsuit alleges that Taco Bell comes nowhere close to offering real meat, and that the restaurant falsely advertises its taco fillings as "beef." It claims instead that the meat used is a secret mixture containing binders, extenders, and other additives that do not comply with USDA regulations for beef products.

But Taco Bell isn't throwing in the towel. An intimidating series of full-page print ads that ran in the Wall Street Journal, USA Today, and the New York Times show that the restaurant is actually grateful for the attention it's received.

"Thank you for suing us," the headline begins.

The rest comprises Creed's letter to the public, claiming that the lawsuit's allegations are false. Creed assures his company makes all their products with "88% real beef and 12% Secret Recipe." A list of secret recipe ingredients follows the allegations.

The Alabama-based law firm of Beasley, Allen, Crow, Methvin, Portis & Miles, who filed the lawsuit, claim that they tested the percentages only to discover that their Taco Bell meat contained merely 35% beef.

According to Janney Capital Markets analyst Mark Kalinowski, the impact on Taco Bell's business isn't going to be all that large. Since it involves a restaurant that serves an astounding 35 million people a week, "it lacks the sensationalism of (other cases)." Fast-food litigation attorney Marc Williams agrees, saying, "It's more about generating publicity and legal fees for a lawyer than correcting a societal wrong."

Source: The Associated Press

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