'Hardest Working Hands' celebrates employee pride and showcases a purpose-driven food brand with authentic SoCal roots
Advertising agency Camp + King has created a new integrated advertising campaign for client Del Taco, the nation’s second leading Mexican quick service restaurant. “Hardest Working Hands,” which launched June 25th, celebrates the cornerstones of the business: Del Taco employees’ pride and hard work.
“Del Taco really does more fresh prep in each and every restaurant than anyone gives them credit for, so it made perfect sense to celebrate real crew members who do so much day in and day out,” said Roger Camp, Founder & Chief Creative Officer at Camp + King.
Ads in the campaign, “Motorcycle” and “Beach,” feature real Del Taco crew members like Andi and Ceasar, grilling, mixing, and grating fresh ingredients such as carne asada, pico de gallo and cheddar cheese. Their hard-working hands are then given a well-deserved break when they are presented with elaborate, hand-crafted dioramas to enjoy. One setting involves a sunset motorcycle ride along the coast and the other a day simply lounging at the beach.
For launch, Camp + King created a mix of 30 and 15-second video ads for TV, digital, and social. The “Beach” ads double as promos to introduce the new $1 Chicken Quesadilla Snacker. New 30-second radio ads also honour Del Taco employees and their hard-working hands with ear-catching celebrations. The ads tag with, “Del Taco: Celebrating the hardest working hands in fast food.”
Aside from the employee-centric commercials, Camp + King gave the brand’s visual identity a more unique and contemporary look. The clean, bold, silk-screened aesthetic uses a splash of spot colour. The abstract, hand-crafted designs are inspired by the fresh ingredients in Del Taco kitchens, including avocados, tomatoes and pinto beans, and elements from the brand’s SoCal roots, such as surfing waves and palm fronds.
The new designs will roll out across Del Taco’s packaging, in-store artwork, print, digital, and social assets this month. The style is uniquely Del Taco and mixes up the brand’s Mexican food ingredients and its Southern California roots.