By JULIE JARGON

Taco Bell is maintaining its drumbeat of self-defense against a lawsuit
claiming that its taco filling isn't beefy enough.

Starting this week, Taco Bell will air television commercials, radio
spots and other ads featuring franchisees and employees talking about
the makeup of its taco filling. In one ad, an employee says, "Our
seasoned beef is 88% premium ground beef and 12% signature recipe. If
you want to see that signature recipe, go to tacobell.com. It's right
there."

Ever since Alabama law firm Beasley Allen filed a lawsuit against Taco
Bell in January on behalf of a California woman who alleged that the
tacos comprise mostly of filler, the chain has been fighting back
publicly.

Taco Bell, a unit of Yum Brands Inc., ran full-page newspaper ads
headlined, "Thank you for suing us." Taco Bell President Greg Creed
appeared in YouTube videos explaining that the 12% taco mixture that's
not beef is made up of water, oats, spices and cocoa powder to provide
flavor, texture and moisture. The company also posted messages to
Facebook and bought key words on Internet search engines to direct
people to Taco Bell's website.

"We're pleased that according to our research, the customers who saw
these responses have reacted favorably. However, there are still many
people who haven't heard our beef quality facts," David Ovens, Taco
Bell's Chief Marketing Officer, said in a company announcement.

Taco Bell is trying to entice people to come to its restaurants with an
offer, mentioned in the ads, of a Crunchwrap Supreme for 88 cents, down
from its normal price of $2.39.

Marketing experts said the company is taking a chance with the ads, but
that they could pay off.

"Continuing with an ad campaign might seem counter intuitive, but Taco
Bell now has a teachable moment. Now that people have heard about the
suit and seen the ads, I think they're open to some marketing messages,"
says Gene Grabowski, a senior vice president and chairman of the
crisis-and-litigation practice at Levick Strategic Communications in
Washington. "But it's a calculated risk."

The lawsuit is pending in federal court in Santa Ana, Calif.


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