"Ubiquitous" > wrote in message
...
> 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.
>
>
> --
> "If Barack Obama isn't careful, he will become the Jimmy Carter of the
> 21st century."


WRONG Taco Bell is NOT trying to "entice" people to come to its restaurants
with a Crunchwrap Supreme for 88 cents, they are offering it as a THANK YOU
to the loyal customer's that eat there all the time without LYING about the
food.