Taco Bell is launching a nationwide advertising campaign to the general and the Hispanic market. The campaign is in response to a lawsuit filed Jan. 19 against the fast-food chain regarding its "seasoned ground beef."
The company is placing full page ads in national publications including Wall Street Journal, New York Times and USA Today as well as in local market newspapers including Boston Globe, Chicago Tribune, Los Angeles Times, Orange County Register, San Diego Tribune, and San Francisco Chronicle. The company is also executing a campaign to reach its Hispanic customers.
UPDATE: A Spanish version of the print ad is being placed in Hoy (Chicago), La Opinion (Los Angeles) and El Diario La Prensa (New York). Taco Bell's Agency of Record for both markets is DFCB (in charge of creative and media buying done so far). Hispanic media buying and planning will be made by MEC.
To reach consumers online, the company launched a YouTube video featuring Taco Bell President Greg Creed speaking about the facts of the brands “not-so-secret” recipe. The video will be placed on the company’s YouTube channel, Facebook page, website and supported with an aggressive online campaign on leading search engines and social media networks.