Thursday, February 10, 2011

Taco Bell - Thanks for Suing us

I personally have read quite a bit about Taco Bells advertising campaign that was launched on Tuesday, and was quite impressed with their response to the crisis. I wasn’t, however, surprised to hear the news about their meat wasn’t 100% real meat.
On Tuesday, Taco Bell launched the world’s largest free taco offer on their Facebook page. They used this free taco offer as a way to thank their facebook fans, by rewarding them with a free Crunchy Seasoned Beef Taco. This also gave Taco Bell the opportunity to increase their Facebook reach and “set the record straight” to their customers.
“Throughout the beef class action lawsuit, the response and enthusiasm from our Facebook community has been overwhelmingly positive,” said Greg Creed, Chief Executive Office, Taco Bell. “We found it only fitting to reward the 5.4 million fans and a friend with a free taco. It’s our way of saying thanks for their loyalty and support.”
Taco Bell also announced the launch of a nationwide advertising campaign, publishing full page ads in such publications as the Wall Street Journal, New York Times, Chicago Tribute, and San Francisco Chronicle just to name a few. The company’s ad campaign was “setting the record straight,” which started off with: Thank you for suing us. Here’s the truth about our seasoned beef. The ad copy aimed to answer the question on everyone’s mind, where’s the beef? By sharing this information with the public, Taco Bell successfully shifted the public’s attention to a more positive note for the company. Their ad copy continued to explain the different spices and seasons that helped make up the portion of the beef product that was not considered real meat. The company also launched a YouTube video with the CEO, Greg Creed, whom discussed the different spices and seasons used in their beef tacos, along with supporting information on their social media networking pages and search engines.
I have to give kudos to Taco Bell for the way they handled this crisis. The company recognized the need for immediate response, and that they did. The company did not attempt to dress up the issue by using a sexy spokesperson to help address the problem. But instead, the company chose to use their middle aged CEO to help “set the record straight.” Their crisis efforts were also predominate throughout their social media sites, which helped showcase a balance of their brand and product promotions and allowed for one-on-one discussions with their customers and fans. By thanking fans for their support, Taco Bell aimed to give away 10 million free tacos to their Facebook community and will continue to do so until all 10 million tacos are given away. Have you had your free taco?

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