Taco Bell fights beef suit in ads, on YouTube

By Gregory Karp
Posted Jan. 28 at 12:16 p.m.

Taco Bell said Friday that it has launched a nationwide advertising campaign to tell customers what’s in the seasoned beef it puts in its tacos, burritos and other fare.

The campaign is in direct response to media coverage of a suit filed last week by an Alabama law firm. The suit claims Taco Bell is incorrectly using the word “beef” to promote its products because the taco mixture doesn’t contain enough of it to use that term.

Taco Bell responded this week, saying its seasoned beef recipe contains 88 percent beef.

Its campaign includes full-page ads in such national papers as the Wall Street Journal, New York Times, USA Today, Los Angeles Times, as well as the Chicago Tribune. Ads begin: “Thank you for suing us. Here’s the truth about seasoned beef.”

The campaign also includes a YouTube video of Taco Bell President Greg Creed, talking about the seasoned beef recipe.

Montgomery, Ala., law firm Beasley Allen filed a suit a week ago alleging Taco Bell should, at best, call its seasoned beef “taco meat filling,” which requires the mixture contain at least 40 percent meat.

A lawyer at the firm, W. Daniel “Dee” Miles III, said he had the mix tested and just 35 percent of the seasoned beef mix was solid and overall, 15 percent was protein.

Taco Bell has called the suit “bogus” and “frivolous.”

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  1. rwilymz Jan. 28 at 2:07 pm

    In the absence of ambulances, loyyers will resort to chasing themselves.

    Pathetic, and another nail in the coffin of our nation.

  2. Kenna Jan. 28 at 2:47 pm

    I’m so tired of people trying to sue fast food restaurants. When I order from a McDonalds or Taco Bell, I expect the food to be unhealthy and to not have 100% natural ingredients. That’s why they call it fast food. No one is forcing me to buy my meals from their establishment. It’s my choice – just like it is anybody else’s. http://foodiegossip.blogspot.com/2010/12/your-kid-is-fat-and-its-your-fault-you.html

  3. 007 Jan. 28 at 2:58 pm

    Or as John Caparullo says in his routine, “when you pull into a McDonald’s you’re pretty much saying……. [censored] my 70’s.!”

  4. Little_Pig Jan. 28 at 3:50 pm

    “Taco Bell responded this week, saying its seasoned beef recipe contains 88 percent beef.”.

    So what does the other 12% consist of?

  5. lamonth Jan. 28 at 9:23 pm

    the media could resolve this matter by ordering something from taco bell and taking it to a lab a have it analyze – excuse that would be called investigative journalism.

    todays media just rip the story straight from the ap

  6. LemonMeister Jan. 29 at 11:30 pm

    TACO BELL and KB Home get less than you pay for? Thank you for suing us? YES were not responsible for our own actions. Chief concept officer? Greg Creed, putting the CON in CONCEPT officer CCO = cheat consumers often. Why must society have to sue you to get you to do the right thing? Maybe the headline should read: Go ahead we have so much cash your lawyers will be in court for the next 50 years, appeal we got you appeal right here. Melissa Lora is the currently a Board of Director for KB Home Inc and the Chief Financial Officer of TACO BELL. On Wikipedia Taco Bell’s bio has no mention of Lora who sits on KB Home Board of Directors? Clearly Melissa Lora does not want to be associated with one of the nation’s largest builders? Melissa Lora. CFO at Taco Bell Corp. Orange County, California. These corporations only care that they rake it in you the consumer could die, we don’t care, F”off”. Your brand is attacking us by insulting us with untrue advertising. What happened to the truth in Advertising law? You knew what you were selling 35% of a taco at 100% of your charge. If I went in to buy a taco for $1 and told you I’ll only pay .35 cents you’d show me the door… Chris Rock in “I’m gonna get ya sucker”