Taco Bell was trying a little too hard to act like a 22-year old, and it bit them.
From the television ad (embedded below), the narrator at one point states:
"Veggies on game day is like punting on fourth and one. And secretly, people kind of hate you for it."
So the announcer urges viewers to pick up a 12-pack of tacos, hilariously calling them a "game day tradition since right now."
This was a bad move, slamming on the carrots and broccoli in favor of greasy tacos. Can you actually picture anyone bringing a 12-pack of tacos to a Super Bowl party? I can't.
But it appears Taco Bell is in full retreat.
From the Center for Science in the Public Interest:
WASHINGTON--It’s bad enough that there aren’t many ads on television for broccoli, kale, or carrots. The last thing healthy fruits and vegetables needed was to be the subject of attack ads. We are delighted that Taco Bell is pulling an ad that urged people not to bring veggie trays to their Super Bowl parties, but to instead bring 12-packs of Taco Bell’s tacos. Thanks to Taco Bell for responding with record speed to address nutritionists’ and consumers’ concern over this ad campaign.
My only question: why does the industry too often absorb these body blows without comment? We should all be insulted about Taco Bell's "punting on fourth and one" comment. Though everyone can enjoy a little self-deprecation, it is not cool when others run you down. Kudos to CSPI for standing in the gap in this instance. And when does the fresh produce industry get a Super Bowl ad budget?