The fast-food chain placed full-page print ads in Friday's editions of the Wall Street Journal, USA Today, New York Times and other papers as well as online ads to "set the record straight," company President Greg Creed told The Associated Press.
The print ads say, in huge letters, "Thank you for suing us. Here's the truth about our seasoned beef." They go on to outline the meat's ingredients. The chain did not say how much it is spending on the campaign, but such ads in national newspapers can cost more than $100,000.
The class-action lawsuit was filed late last week in federal court in California. It claimed Taco Bell falsely advertised its products as "beef." The suit alleges that the fast-food chain actually uses a meat mixture in its burritos and tacos that contains binders and extenders and does not meet requirements set by the U.S. Department of Agriculture to be labeled beef.
Taco Bell quickly denied the accusation. "The lawsuit is bogus and filled with completely inaccurate facts," Taco Bell President Creed said in an interview.
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