Summary Box: Taco Bell's latest ad push

AP News
Posted: Feb 28, 2011 3:16 PM
Summary Box: Taco Bell's latest ad push

THE ADS: Taco Bell plans a TV ad campaign to battle damage to its image from a lawsuit questioning its taco filling. 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 Web site.

THE MESSAGE: The commercials don't mention the lawsuit, but emphasize the company's message that the filling is 88 percent beef and 12 percent "signature recipe." They also promote an 88-cent Crunchwrap Supreme.

THE RISK: Some experts say Taco Bell could raise more doubts in customers' minds.