NEW YORK (AP) - Taco Bell
is turning to TV commercials to battle
damage to its image from a lawsuit questioning its taco filling.
The fast-food chain has been on the defensive since it was
pushed into the media spotlight by a lawsuit that claimed the
restaurant's seasoned beef filling did not have enough beef to be
billed as such. Taco Bell has repeatedly said the claim is false.
The new $3 million television ad campaign comes the week that
Taco Bell is due to respond to the lawsuit in U.S. District Court
in California.
Taco Bell initially fought back with full-page ads last month in
national newspapers. The print ads made a splash with the headline
"Thank you for suing us."
The company also launched a social media campaign, urging
Twitter users to voice their support. And earlier this month Taco
Bell offered Facebook fans a free crunchy beef taco to thank them
for their loyalty.
Taco Bell said it planned the TV campaign after company studies
showed the previous campaigns reached only about half the
population.
"You want everybody to hear it," Taco Bell Chief Marketing
Officer David Ovans said. "You have to go to a mass-market,
broadcast approach to get the story straight."
The Alabama law firm that filed the lawsuit last month in
California has said its testing showed the filling was made of only
35 percent beef and therefore couldn't be called "beef."
The Beasley Allen law firm of Montgomery, Ala. had no comment on
Monday.
In the television commercials, Taco Bell employees talk about
the filling and direct customers who want to know more about what's
in it to the company's Web site.
The commercials don't mention the lawsuit, but emphasize the
company's message that the filling is 88 percent beef and 12
percent "signature recipe" consisting of seasonings and other
ingredients. They also promote a weeklong deal for an 88-cent
Crunchwrap Supreme, which regularly costs $2.39.
The commercials will run on network and basic cable TV,
including sports and news shows.
DePaul University communications Professor Joe Marconi said the
new ads are unlikely to have much impact, because customers who
enjoy Taco Bell will probably continue to go, while those who don't
normally eat there still won't.
The ads risk putting renewed attention on the concerns about the
filling, Marconi said.
Laura Ries, president of Ries & Ries, said Taco Bell should
taking a more grass-roots approach, including creating a video
showing how the meat is made.
"This is a problem that is very difficult to solve with words
alone," she said. "It needs pictures."
Marconi suggested Taco Bell post the ingredients at its
restaurants.
Taco Bell said its TV ad campaign involves about 20 percent more
commercials than it would run to introduce a new menu item.
Taco Bell is owned by Yum Brands, based in Louisville, Ky. Yum
said when it released its earnings earlier this month that the
lawsuit has had a "negative short-term impact."
Taco Bell has faced other public-relations concerns in the past,
including a 2006 E. coli outbreak that sickened at least 70 people
and a rat infestation in a New York City KFC/Taco Bell restaurant
filmed by a TV news camera in February 2007.
Taco Bell says it serves more than 36.8 million customers a week
in almost 5,600 U.S. Restaurants.
damage to its image from a lawsuit questioning its taco filling.
The fast-food chain has been on the defensive since it was
pushed into the media spotlight by a lawsuit that claimed the
restaurant's seasoned beef filling did not have enough beef to be
billed as such. Taco Bell has repeatedly said the claim is false.
The new $3 million television ad campaign comes the week that
Taco Bell is due to respond to the lawsuit in U.S. District Court
in California.
Taco Bell initially fought back with full-page ads last month in
national newspapers. The print ads made a splash with the headline
"Thank you for suing us."
The company also launched a social media campaign, urging
Twitter users to voice their support. And earlier this month Taco
Bell offered Facebook fans a free crunchy beef taco to thank them
for their loyalty.
Taco Bell said it planned the TV campaign after company studies
showed the previous campaigns reached only about half the
population.
"You want everybody to hear it," Taco Bell Chief Marketing
Officer David Ovans said. "You have to go to a mass-market,
broadcast approach to get the story straight."
The Alabama law firm that filed the lawsuit last month in
California has said its testing showed the filling was made of only
35 percent beef and therefore couldn't be called "beef."
The Beasley Allen law firm of Montgomery, Ala. had no comment on
Monday.
In the television commercials, Taco Bell employees talk about
the filling and direct customers who want to know more about what's
in it to the company's Web site.
The commercials don't mention the lawsuit, but emphasize the
company's message that the filling is 88 percent beef and 12
percent "signature recipe" consisting of seasonings and other
ingredients. They also promote a weeklong deal for an 88-cent
Crunchwrap Supreme, which regularly costs $2.39.
The commercials will run on network and basic cable TV,
including sports and news shows.
DePaul University communications Professor Joe Marconi said the
new ads are unlikely to have much impact, because customers who
enjoy Taco Bell will probably continue to go, while those who don't
normally eat there still won't.
The ads risk putting renewed attention on the concerns about the
filling, Marconi said.
Laura Ries, president of Ries & Ries, said Taco Bell should
taking a more grass-roots approach, including creating a video
showing how the meat is made.
"This is a problem that is very difficult to solve with words
alone," she said. "It needs pictures."
Marconi suggested Taco Bell post the ingredients at its
restaurants.
Taco Bell said its TV ad campaign involves about 20 percent more
commercials than it would run to introduce a new menu item.
Taco Bell is owned by Yum Brands, based in Louisville, Ky. Yum
said when it released its earnings earlier this month that the
lawsuit has had a "negative short-term impact."
Taco Bell has faced other public-relations concerns in the past,
including a 2006 E. coli outbreak that sickened at least 70 people
and a rat infestation in a New York City KFC/Taco Bell restaurant
filmed by a TV news camera in February 2007.
Taco Bell says it serves more than 36.8 million customers a week
in almost 5,600 U.S. Restaurants.
1 comment:
The antients used Christinaity to initiate the "Beginnning of The End". Along the way they used it to initiate other tools which they will use to further mankind into decay and towards the Apoocalypse:::USA, "democracy", capitalism/corporations.
Of the tools they have used, religious, political, economic, social is by far the most damaging and seems reserved for those who have experienced each tactic:::
The god's social tool promoted moral decay, whether sexual, behavioral, professional, etc. It created an enviornment where indecency is the norm.
The dogs are dead.
And they're still incurring evil from their prior life(ves).
Junior Seau is a good example::The real, a 20-something in her next life, making progress, so the gods allow her clone host fake to committ suicide, allowing her off the hook incurring evil in her prior life. AND close the restaurant, her legacy in capitalism.
Al Davis should be so lucky.
The antient's leaders, politicians, celebrities, corporate executives, scientists/professionals are clone host fakes, fresh out of high school who woudln't know their ass from a hole in the ground. Without the gods doing their jobs THROUGH THEM they'd only be good for playing with themselves.
Because of their use of clone host fakes the gods have created a blameless society where nobody takes responsibility for the destruction which has occurred.
The BODs, CEOs and wealthy are fakes fresh out of high school, the gods no longer push anyone into it and instead used temptation, and the result is devistation the gods won't "make up" to the disfavored anymore.
There was a very real perception that bi-racial was much worse for the white than it was for the person of color. The liberal culture, which was designed and promoted with the god's tools to achieve their Apocalyptic goals, screamed racism when there was a very reasonable explanation for this reality::::
In this white punishment known as the United States the person of color has already adopted the disfavors/temptations intended for another race. But by associating/mating with a person of color the white is newly adopting the disfavors of another culture.
And this is the reason why people of color are not welcome in the United States. The gods control everything:::The perception they want to create, the thoughts they want you to have.
People of color can't recover from absorbing the temptations from two cultures. And why they become more and more like so many blacks in America:::Veterans at absorbing the temptations of two cultures.
To further illustrate this is why California's educational system/funding was ranked #1 when California was white:::Education being the basis of the affluent economic system. Now even public higher education has become unaffordable.
The gods behave monsterously in the course of managing Planet Earth, matching our decay, but they demand people be good if you are to have a chance to ascend as a child in a future life.
Not only is doing the right things important (praying, attoning for your sins, thinking the right way:::accepting humility, modesty, vulnerability), so is avoiding the wrong things important as well:::"Go and sin no more".
You NEED active parents who share wisdom to have a real chance to ascend into heaven in a future life, and you MUST be a good parent as well to have that opportunity in your next life.
The gods of easy virtue:::The antients may be immortal but they are not divine.
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