Taco Bell is being sued over the contents of its taco beef filling. A California woman alleges that the tacos are made mostly of filler.
In response, Taco Bell will begin airing television commercials, radio spots and other ads using testimonials from franchisees and employees. 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."
Taco Bell is also offering customers a discount on their Crunchwrap Supreme--priced at 88 cents, down from its normal price of $2.39.
The paid media campaign is an extension of the effort started on YouTube and Facebook.
Taco Bell used social media to test its efforts, and are now ready to expand to paid media. "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.