Taco Bell battles beef disbelief

The QSR has launched a media campaign promoting the quality of its beef and declaring April 7 to 13 the week of 'Taco Libre!'

In the face of skeptical public perception about the quality of its beef, Taco Bell is fighting back with a national media campaign and declaring April 7 to 13 the week of ‘Taco Libre!’ (or ‘Free Taco’ Week – but we like ‘Taco Libre!’ better too).

Featuring a 30-second TV spot, in-store promotional materials and an online presence focused on TacoBell.ca and Facebook, the campaign launched Monday and runs for the month of April.

Media for ‘Taco Libre!’ was handled by UPGC, in association with media specialist Aileen Grant and ZenithOptimedia in Toronto. Creative was handled by Grip, also in Toronto, while GTA-based OLS Marketing worked on POS and digital. POS work was jointly handled by AMI, which is headquartered in Montreal. (Media duties for Taco Bell owner Yum! Restaurants Canada was recently moved to MediaCom.)

The creative focus of the campaign is educational, featuring the tagline, ‘Of course it’s made with real beef.’ The spots feature Taco Bell employees discussing the ingredients and process of creating the seasoned beef taco fillings, while the in-store POS uses a chart-like display to demonstrate the process as well.

But knowing that all the talk in the world doesn’t matter if people can’t taste it, Taco Bell today launched its free taco promotion, giving away one free taco per customer between 3 p.m. and 6 p.m. every day until April 13.

According to the release, the Canadian campaign currently in-market was inspired by a promotional effort in the US that saw the brand buy full-page ads in national newspapers describing the quality of its beef and how it is made.