The company is placing full page ads in national publications including Wall Street Journal, New York Times and USA Today as well as in local market newspapers including Boston Globe, Chicago Tribune, Los Angeles Times, Orange County Register, San Diego Tribune, and San Francisco Chronicle.
The company is also executing a campaign to reach its Hispanic customers.
To reach consumers online, the company launched a YouTube video featuring Taco Bell President Greg Creed speaking about the facts of the brands “not-so-secret” recipe.
The video will be placed on the company’s YouTube channel, Facebook page, website and supported with an aggressive online campaign on leading search engines and social media networks.
The Advertising Copy reads:
"Thank you for suing us.
Here’s the truth about seasoned beef.
The claims made against Taco Bell and our seasoned beef are absolutely false.
Our beef is 100% USDA inspected, just like the quality beef you buy in a supermarket and prepare in your home. It is then slow-cooked and simmered in our unique recipe of seasonings, spices, water, and other ingredients to provide Taco Bell’s signature taste and texture.
Plain ground beef tastes boring.
The only reason we add anything to our beef is to give the meat flavor and quality. Otherwise we’d end up with nothing more than the bland flavor of ground beef, and that doesn’t make for great-tasting tacos."