(SEATTLE)--March 22, 2007--The rapidly expanding quick-casual Mexican chain, Taco Del Mar, has unveiled an aggressive, multi-million dollar advertising and integrated marketing effort that focuses on the restaurant’s delicious food and high quality, wholesome ingredients. Enlisting the creative talent of its new Canada-based advertising agency, the campaign launches this week in the Northwest, and follows with television across five markets. The new campaign will be implemented across all of the independent chain’s 240 North American restaurants through local store marketing, direct mail and in-store point of purchase materials.
Taco Del Mar Vice President of Advertising and Marketing Paul Curhan noted the time was now—during its aggressive North American expansion--to push forward with a focused message that emphasizes the company’s standout and distinctive food and menu offering within the quick casual Mexican category.
"We’re opening 100 plus locations this year, and as Taco Del Mar emerges, telling the story of our food is critical," Curhan said. "Our customers come to Taco Del Mar for the quality, flavors and freshness we deliver, and our creative team did an exceptional job conveying that message in an engaging, distinctive way."
The new campaign includes three 15-second television commercials, new in-store point of purchase including promotional and décor materials, local store marketing and direct mail pieces. As the 15-year-old restaurant chain continues to expand, redevelopment of its franchise and sales materials and a revamped Web site are forthcoming.
“More than anything, we wanted to showcase Taco Del Mar’s delicious food and whet the appetites of our target customers,” said Craig Redmond, creative director of the Canada-based advertising partner.
The 15-second spots each begin with a five-second, animated vignette, which declares Taco Del Mar’s mission to rid the world of traditional, plain-tasting, fast food offerings. The spots round out with mouthwatering food shots illustrating Taco Del Mar’s alternative to boring food: Fresh ingredients, handmade side dishes, slow cooked meats and flavorful, wholesome finished meals.
The campaign also features a new tagline, “Delicious is our middle name,” which plays off the “Del” of Taco Del Mar and underscores the brand pillar of great tasting food.
Co-founded in 1992 by brothers James and John Schmidt, Taco Del Mar is inspired by the fresh, delicious, and fulfilling food of Baja and Southern California. Find Taco Del Mar’s mondo burritos, tacos, enchiladas and platters in 240 locations across North America. Learn more at http://www.tacodelmar.com.
