If attack is the best form of defense, Taco Bell is all out in arms. Under attack with a class action lawsuit that questions the content of its beef Taco Bell is doing more than defending itself, it's aggressively fighting back via print media with a daring "Thank you for suing us" (love this headline) and social media channels.
In my opinion this aggressive response is the right strategy, it conveys confidence and transparency. At the end my bet is that ultimately the crisis will fade away and the brand Taco Bell will stick in our minds a bit longer and no necessary for the wrong reasons. Care for a burrito?