Mon, 29 Apr 2013 19:51:37 GMT
Del Taco launches “UnFreshing Believable,” the new advertising campaign underscores the surprising difference of Del Taco’s freshness and features communications that emphasize the fresh-for-less positioning.
“The genesis of the campaign comes from customers who found it virtually “unbelievable” upon hearing about Del Taco’s fresh ingredients at such low prices, and deemed it a story worth telling,” said John Cappasola, chief brand officer at Del Taco.
Comprehensive communications plan includes packaging, POP, merchandising, out-of-home advertising elements, social media, and digital, radio and television ads, that all have been redesigned to tell the new brand story and showcase the food. The campaign kicked off with a brand spot and then another spot introduces the new Buck & Under menu.
“People came to Del Taco because they loved the taste, but when they connect the freshness to the reason behind why it tastes so good, it reinforces our brand position and gives them a reason to visit more often,” Cappasola said.
Del Taco has more than 550 restaurants in 18 states.
Client: Del Taco
Agency: Camp + King
Chief Creative Officer: Roger Camp
Chief Executive Officer: Jamie King
Creative Director: Adam Koppel
Creative Director: Rikesh Lal
Director of Content Production: David Verhoef
Account Director: Lindsay Menasco
Brand Manager: Amy Marek
Director of Conversation Insights: Anne Tway
Production: Green Dot Films
Director: Richard Farmer
Director of Photography: Pierre Rouger
Production Designer: Michelle Derrick
Executive Producer: Darren Foldes
Executive Producer: Rich Pring
Line Producer: Ahnee Boyce
Editorial: Umlaut Films
Editor: Doug Cox
Executive Producer: Gina LoCurcio
Producer: Kelly Gibbs
Assistant Editor: Regina Rivard
Color/ VFX/ Online: Ivan Miller
Original Music: Yessian
Head of Production: Michael Yessian
Chief Creative Officer: Brian Yessian
Executive Music Producer: Dave Curtin
Executive Music Producer: Gerard Smerek
Composer: Dan Zank
Composer: Mark Chu
Composer: Daniel Johnson
Audio Mix: One Union Recording Studios
Audio Engineer: Joaby Deal