TITLE

Del Taco barks back with its own spokescharacter

AUTHOR(S)
Kramer, Louise
PUB. DATE
June 1999
SOURCE
Advertising Age;6/21/1999, Vol. 70 Issue 26, p8
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
This article reports on the spokescharacter launched by Del Taco on its advertising campaigns in 1999. The spokescharacter named Del Taco was launched to rival the Chihuahua campaign of Taco Bell. Bringing better Mexican food to the people is the theme line for the advertising, which seeks to build the image of Del Taco as well as promote its popular Macho Burrito line. Moreover, WongDoody won the creative assignment on the estimated $10 million account. Carat USA handles media planning and buying. The campaign includes two 30-second television spots, radio and direct mail. The character and his image will appear in the restaurants. According to Ron Paul, president of Technomic, called the new character a good strategy.
ACCESSION #
1959749

 

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