Industry News | January 13, 2010
Del Taco Targets Comedy Lovers
With the tag, “Eat it here; watch it online,” Del Taco tomorrow launches a new advertising campaign that integrates social media with traditional TV and radio advertising – all specifically aimed at hungry people who have an appetite for humor and for great food at a great value.
The creative anchor for the campaign is Del Taco’s version of a late-night, variety-style TV show called “The Del Taco Super Special Show.” The show will appear in Del Taco’s TV and radio ads but also in a series of longer Webisodes on Del Taco's Facebook page. Consumers who view the first Webisode can receive a coupon for a free Classic taco redeemable at their next purchase.
"Our strategy is to use social media to extend the Del Taco experience beyond the restaurant," says John Cappasola, vice president of marketing at Del Taco. “'The Del Taco Super Special Show' is a fun way to bring the spirit of Del Taco online, which gives our customers another place to interact with the brand anytime.”
With a nod to sketch comedy, "The Del Taco Super Special Show" celebrates the brand’s attitude in funny ways. The show, set at a Del Taco “just up the street” is hosted by the affable Del Taco crew member Wes who introduces sketches, sights gags, and bits around the many activities that can happen - usually late at night at Del Taco. His roommate Barry who just may be Del Taco’s number one fan, helps out Wes when he’s not eating tacos.
The first TV spot, radio ad, and Webisode, created by Doner and Mekanism, promote the show and feature Del Taco’s popular line of tacos including the regular taco and Classic taco, both under a dollar, and the Macho taco. Episode 1 also introduces “Hot Sauce Girls,” who demonstrate Del Taco’s hot sauce hotness, as well as Timothy Tacohands, Talking Chins, and other characters. The spots conclude with the campaign’s tagline “Eat it here; watch it online” and the Facebook page address.
The ads will appear on network and cable TV in Los Angeles during NFL Playoffs, Lakers Basketball games, "Saturday Night Live," The CW’s "Family Guy," Fox Sports, and ESPN among others.
"'The Del Taco Super Special Show' has a little something to entertain everyone," Cappasola says. "Most importantly, it represents the passionate and independent spirit that Del Taco shares with its customers."
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