Del Taco
launches its latest ad campaign featuring Dan the
Product Guy with an emphasis on made-from-scratch
beans, a vital ingredient in Del Tacos 99 cent * Pound
Bean & Cheese Burritos. The new television commercial
reminds consumers that Del Taco goes the extra mile
for quality by slow-cooking its beans for three hours
the old fashioned way.
“We are making a quality statement that set’s us apart
from the competition,” said Tim Hackbardt, Vice
President of Marketing for Del Taco. “During a recent
round of focus groups, we found customers prefer fresh
ingredients. However, many participants thought we
used dehydrated beans like some of our Mexican fast
food competitors. The participants of the study that
knew we made our beans from scratch were passionate
and very loyal to our brand over other brands to the
point of refusing to visit the other brands just
because of this freshness advantage.”
The spot uses an ’80s retro flashback as Dan recalls
how cooking the beans hasn’t changed since his first
day at Del Taco years ago. In his flashback, Dan
sports an ’80s big hair coif and dances the robot
while he’s slow cooking the beans. A throw back to
the 80’s style manager supports Dan’s energetic work
style by telling Dan he has “nice moves.” Dan
continues to show his dancing prowess by unleashing
his version of the moonwalk as he heads back to tend
to slow cooking the beans. Created and produced by
G&M Plumbing of Santa Monica, the spot will air in Los
Angeles, San Diego, Bakersfield, Blythe, Las Vegas,
Palm Springs, Reno, Modesto, Salt Lake City, Santa
Maria, Yucca Valley, Yuma/El Centro and Phoenix,
Flagstaff and Kingman, Arizona.
A complementary radio spot features Dan requesting
suggestions from his co-workers on how to let
consumers know Del Taco cooks its beans for three
hours. The radio campaign will air in Bullhead city,
AZ, Bakersfield, Palms Springs, Santa Maria and
Watsonville, CA.
New Shake Debuts
For a limited time, Del Taco will also offer a new
shake called Dulce de Leche, which is a caramel flavor
based on a popular Mexican dessert.
