The fast-casual regional restaurant chain that serves coastal Mexican cuisine inspired by Baja California, Mexico, is launching “Taco Del Mar’s No-Shave November” campaign geared toward raising awareness for men’s health issues, including prostate cancer, testicular cancer and men's suicide.
Known for its fish tacos and “of the sea” roots, the brand’s somewhat lesser known mascot is Carlos, a mustached grouper which will replace his signature mustache with a facial hair style of choice as determined by an online consumer poll throughout November. Consumers are asked to vote for their favorite out of eight unique facial hair styles on Taco Del Mar’s Facebook page to participate in Taco Del Mar’s No-Shave November campaign and influence the outcome.
“Seizing upon the popular annual cause event designed to raise awareness for men’s health issues, we are inviting Taco Del Mar guests, fans, and the general public to vote what facial hair style is the best look for Carlos as a way to reintroduce him as a brand icon,” says Mark Lohmann, Chief Brand Officer, REGO Restaurant Group, which owns Taco Del Mar. “Carlos is one representation of our Baja-style brand culture, and one we think could use a re-fresh – in the same vein as we are updating our menus – even if it’s only temporary, and to support an important cause.”
Taco Del Mar, which will donate $10,000 to the Prevent Cancer Foundation, is promoting the campaign through its social media channels using the hashtags #CarlosforCause and #FishWithWhiskers throughout the month of November.