Industry News | August 28, 2012

Camp + King Tapped to Be Del Taco's New Agency

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Today Del Taco announced its selection of San Francisco–based agency Camp + King as its lead advertising agency of record. Camp + King was selected to lead all strategic branding and creative efforts with the goal of evolving and growing the iconic Mexican quick-service restaurant brand.

“We’re delighted to bring on Camp + King as a key strategic partner as we continue to grow and develop the Del Taco brand,” says John Cappasola, chief brand officer at Del Taco. “We were impressed by their ability to get underneath the insights, understand our positioning opportunities, and drive out big branded ideas.”

Following a competitive and comprehensive selection process managed by SRI (Select Resources International), Del Taco selected Camp + King as agency of record responsible for developing its overall communications architecture and supporting all marketing strategy, creative, and brand stewardship. Camp + King will drive the evolution of brand positioning and create integrated marketing campaigns that will include TV, interactive, radio, in-store, and other traditional and nontraditional media.

“We’re thrilled to partner with the Del Taco team to refresh and build the brand. Their fun, quirky, fresh approach to advertising is a perfect fit for our creative sensibilities,” says Jamie King, CEO at Camp + King. “As we continue to grow our client roster, it’s an amazing opportunity to be able add this west coast icon as a keystone account.”

The first campaign elements are expected to launch in early 2013.