Last month, a group of attorneys from Alabama filed a lawsuit against Taco Bell questioning whether what the company calls “beef” is actually beef–thus giving birth to a rich vein of late-night comedy jokes, and posing a difficult public-relations challenge for the budget fast-food chain.
Taco Bell executives launched a counterattack by taking out full page ads in newspapers across the country featuring a headline that read, “Thank you for suing us” in big, bold letters. The idea behind those ads was that the suit gave the chain the opportunity to showcase the excellence of its product in a new public forum.
Well, that message didn’t seem to take, to judge by an ambitious new advertising rollout that Yum Brands, Taco Bell’s parent company, has produced to shore up the company’s reputation.
The new multimillion ad campaign begins this week, according to the Associated Press. The campaign features actual Taco Bell employees talking about the meat the company uses and directs viewers to the company’s website for more detailed information. (The ads will also promote a deal for an 88-cent Crunchwrap Supreme.) The employees also tout Taco Bell’s “signature recipe” of herbs and spices–a message that echoes the homespun pitches of Kentucky Fried Chicken, while not-so-subtly encouraging viewers to think that the company wouldn’t lavish this sort of culinary attention on fare made up of meat-filler byproducts.
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