Monday, February 28, 2011, 1:49 PM

Where's the Beef? Taco Bell Takes Aggressive Approach to Crisis PR

Gene Grabowski blogs about Taco Bell's aggressive PR response to recent litigation. The lawsuit against the company made headlines, particularly the claim that Taco Bell's meat is only 35% beef (which the company says is way off base).

In response, Taco Bell has launched a fact-based response, combining You Tube videos with old school print ads. The campaign lays out the facts about Taco Bell's products - namely, that its tacos and other foods include 88 percent USDA-inspected beef. The campaign's title, "Thank You For Suing Us," shows the company's aggressive approach to fending off this challenge.

Of course, as Grabowski correctly points out, it helps that the facts are on the company's side! But in today's social media-driven world, "no comment" is increasingly an unacceptable answer.

- Bruce Buchanan

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