Can TV Ads Help Taco Bell?
December 14, 2006 2:30 PM
Weeks later, E. coli outbreaks continue to plague Yum ( now Yuck, to me) Brands-owned Taco Bell in more of the fast-fooder’s restaurants in the Northeast. First it was green onions, and now the culprit might be lettuce. Taco Bell finally hired a crisis management firm to help the eatery retain trust among its customers.
But plenty of Monday-morning quarterbacks are now saying the company has let the media deliver the story and that Taco Bell must seize control of the message. To date, the company has run print ads in several newspapers in markets where the outbreaks took place, saying, that “Taco Bell is Safe,” and is cooperating with media queries.
But other crisis management firms say that’s not enough: That Taco Bell needs to launch a broad, mainstream TV campaign that explains how the restaurant picks suppliers and maintains quality control. Yes, television is a powerful medium, but I doubt any amount of advertising, now, would convince viewers that the restaurants are safe. Do you really think a massive TV ad campaign will help Taco Bell at this stage? No way Jose.