The Beasley Allen law firm of Montgomery, Ala., that filed the lawsuit in January in California claimed its testing showed the filling was made of only 35% beef so it shouldn't be called “beef.” Taco Bell has repeatedly said the claim is false. Taco Bell says in its new TV commercials the taco filling contains 88% beef and 12% “signature recipe” seasonings and other ingredients.
Taco Bell’s new $3 million television ad campaign launches this week, which is when the company is due to respond to the lawsuit. The company initially fought back last month with full-page ads in national newspapers with the headline of "Thank you for suing us." It also launched a social media campaign, urging Twitter users to voice their support. Earlier this month, Taco Bell also offered Facebook fans a free crunchy beef taco as a “thank you” for their customer loyalty.
Taco Bell’s latest television commercials features company employees who discuss the filling and tell customers who want to know more about what's in it to visit the company's website.
Louisville, Ky.-based Yum Brands, which owns Taco Bell, said when it released its earnings earlier this month that the lawsuit has had a “negative short-term impact.”