Where's the Beef? Bad Timing for Taco Bell Spot


Naturally, while one won’t find any mention of human-derived foodstuffs on the site—the beef seasoning is a fairly unremarkable blend of ingredients such as salt, chili pepper, onion powder, plus the odd coloring agent and flavor enhancer—the juxtaposition between a spot created to dispel loose talk about “mystery meat” and the corpse comedy of Bob’s Burgers was a little hard to stomach.

After the pod concludes, the action picks up as protestors descend on Bob’s demanding that he put an end to his cannibal-enabling ways. One angry consumer is seen holding a hand-lettered sign reading, “Don’t Taste Me, Bro!”

Luckily for all concerned, the snafu was seen by relatively few people. Competing with ABC’s presentation of the 83rd Academy Awards, the Bob’s Burger’s repeat delivered just 3.83 million viewers and notched a 1.8 rating/4 share among adults 18-49.

The “We Stand Behind Our Seasoned Beef!” spots are running across broadcast and cable networks in prime, sports and news.

Taco Bell is owned by Yum! Brands. Last month, during the company’s fourth-quarter earnings call, CFO Tim Novak told investors that Taco Bell was experiencing “a negative short-term impact” as a result of the California lawsuit and that business was already returning to prescandal levels. “We believe we turned the tide with our aggressive response and we’ll wait and see the ultimate impact . . . But we’ve done an excellent job setting the record straight, and we’re seriously reviewing our legal options against those who made false claims about our products.”

The restaurant chain closed out the year on a high note, boasting 4 percent same-store sales growth versus Q4 2009.