Del Taco is getting on its soapbox to promote a new lineup of Fresh Faves Box Meals. The campaign will include a social media component fro...
Del Taco is getting on its soapbox to promote a new lineup of Fresh Faves Box Meals. The campaign will include a social media component from San Francisco advertising agency Camp + King that encourages people to promote the restaurants in return for french fry-scented soap.
Grilled Chicken Tacos made with fresh-grilled chicken, Half-Pound Bean & Cheese Burritos crafted with slow-cooked beans made from scratch, and the signature Del Taco that’s loaded with hand-grated cheddar cheese are just a few of the items that Del Taco Restaurants, Inc. is offering in its new lineup of Fresh Faves Boxes.
Priced at $4, $5, or $6, each box contains handmade fan-favorite items along with fries and a drink and delivers quality and quantity at a price point that only Del Taco can deliver. And to make the launch extra fresh, the agency added a social component to drive buzz for the boxes: superfans can get in on the fun and win a free bar of Eau de French Fry soap by posting about their love for Del Taco with the hashtag #FrySoap.
Stamped with the Del Taco logo and packaged to look like a Fresh Faves box, the delicious-smelling five-ounce bars went live March 7. Packaging states that Eau de French Fry is “brought to you by the hardest-working hands in fast food.”
“We thought there was no better way to reward superfans during the Fresh Faves launch than to give them a fun, novel take on ‘fresh,’” said Camp + King CCO Roger Camp. “It’s a distinctive benefit that fuels the Del Taco love.”
The name Fresh Faves Box Meals was inspired by the brand’s legacy of using freshly prepared items made in each restaurant every day. Specific varieties of the brand’s box meals include*:
$4 Value Taco Box: Two Value Tacos, value fries and a small drink.$5 Variety Box: A Grilled Chicken Street Taco, a Half-Pound Bean & Cheese Burrito, value fries and a small drink.$6 Del’s Favorites Box: The Del Taco, a Grilled Chicken Taco, value fries and a small drink.$6 Triple Chicken Box: Two Grilled Chicken Tacos, a Chicken Quesadilla Snacker, value fries and a small drink.
“For Del Taco, value means offering guests an unbeatable combination of freshly prepared, craveable items offered at prices below many national competitors,” said Barry Westrum, Del Taco’s chief marketing officer. “We created these boxes based on demand from our guests, loading them up with our most popular products, not fillers, including our famous crinkle-cut fries, because if you’re going to get a box meal, it should come with some hot and crispy fries.”
Advertising Agency: Camp + King
Chief Creative Officer/Partner: Roger Camp
Chief Executive Officer/Partner: Jamie King
Art Director: Ben Pang
Copywriter: Rick Morrison
Designer: Patty Nguyen
Director of Content Production: Stacy McClain
Producer: Malini Kartha
Associate Producer: Sophie Fyfield
Director of Print Production: Amy Guzman
Managing Director – Chicago: Kristin Barbour
Brand Director: Melissa Stavish
Brand Supervisor: Ellen Obletz
Senior Strategist : Sally Kallet
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