Have you seen Taco Bell’s new commercial? In the commercial, employees of Taco Bell speak “candidly” into the camera about how they use real seasoned beef, consisting of 88% beef and 12% seasoning. Then the commercial ends with a request to visit their website to know the exact ingredients of the food. But wait! The commercial included a promotion for one of the quesadillas for 88 cents. The commercial is a response to a lawsuit against the company claiming they don’t serve real beef in their food.
First, the lawsuit was about 1 month ago. Within that time, Taco Bell hadn’t done any major public campaign to “tell their side”. Either consumers have forgotten, decided to not go to Taco Bell, or still go but won’t eat their beef. This commercial is late and for those who have forgotten, it has reminded them of the lawsuit. Even if viewers don’t think about the lawsuit, the overemphasis on proving they use beef makes people wonder, “Were they not using beef before?”
Second, if the message is to completely focus on proving the beef is real and “setting the record straight”, why was a promotion thrown in. Granted, business is business, but promotions shouldn’t be combined with public campaigns in response to lawsuits. Either way, the choice to still eat at Taco Bell will most likely not be persuaded by an 88 cents quesadilla (after all, they have $1 items).
Good luck to Taco Bell considering they have made such a great effort to remind us of their problems while also promoting cheaper food.
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