NEW YORK — Taco Bell is turning to television commercials to battle damage to its image from a lawsuit questioning its taco filling. The fast-food chain has been on the defensive since a lawsuit claimed the restaurant’s seasoned beef filling did not have enough beef to be billed as such.
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 that said, “Thank you for suing us.”
“You want everybody to hear it,” Taco Bell chief marketing officer David Ovans said.
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 website.
The commercials don’t mention the lawsuit but emphasize the company’s message that the filling is 88 percent beef. The Associated Press; AP file photo
