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Creative Focuses on Taste Fulfillment; New Product 'Mojito Burrito(TM)'

SEATTLE, April 23 /PRNewswire/ -- Taco Del Mar has unveiled a new, multi-million dollar advertising and integrated marketing campaign that focuses on the company's brand promise of satisfying customers with its full-flavored baja-style food. Television and radio spots will air in seven major North American markets, supported with point of purchase for all of its 192 restaurants.

The campaign's spots depict active young adults socializing, with beachside vignettes and in-store cutaways. People are shown enjoying Taco Del Mar's signature mondo burritos, and its newest product offering -- the Mojito Burrito -- featuring a proprietary tangy lime-cilantro sauce. Each spot features original surf-inspired music. The new campaign also debuts Taco Del Mar's new tagline "Taste Fulfilled."

Paul Curhan, Taco Del Mar V.P. of Advertising and Marketing explains the impetus behind the campaign. "Taco Del Mar offers distinctive, great tasting food served with a baja attitude," Curhan said. "Our customers come to Taco Del Mar for our unique combination of flavors, service and ambience. That's something we sought to emphasize in launching the new creative, and we feel that's conveyed well in this campaign."

The campaign includes 30 and 15-second television spots, a series of radio spots, direct mail and in-store collateral. The national marketing campaign breaks this Spring in Vancouver, B.C., Seattle, Portland (Ore.), San Jose, Phoenix, Boise, and Sacramento.

Inspired by the vibrant food and spirit of Baja and Southern California, Taco Del Mar's fresh, fast and filling mondo burritos and rippin' tacos are found from Alaska to Puerto Rico. Each restaurant offers liberal, 24-ounce mondo burritos, tacos, enchiladas, quesadillas, kids meals, salads, vegetarian and vegan selections. Store decor festively sets the "Inner Baja" mood with surf murals, thatched umbrellas, and long board tabletops.

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