updated 09/07/2012 9:45AM
Del Taco names new agency of record
National Mexican quick service restaurant Del Taco has selected San Francisco’s Camp + King, a boutique advertising agency backed by worldwide communications group Havas, as the brand’s agency of record.
Headquartered in Lake Forest, Del Taco operates and franchises more than 545 locations in 17 states. It offers a Mexican-American cuisine made using fresh ingredients, which includes grated cheese, hand-made salsa, slow-cooked beans, and marinated chicken. Del Taco also offers a variety of breakfast items and most locations are open 24 hours.
“We’re delighted to bring on Camp + King as a key strategic partner as we continue to grow and develop the Del Taco brand,” said John Cappasola, Chief Brand Officer at Del Taco. “We were impressed by their ability to get underneath the insights, understand our positioning opportunities, and drive out big branded ideas.”
After a competitive and thorough selection process managed by Select Resource International, Camp + King will head all advertising, which is to include communications, marketing and branding. The company will introduce diverse and integrated new marketing campaigns using TV, radio, interactive, in-store and traditional and non-rational media.
“We’re thrilled to partner with the Del Taco team to refresh and build the brand. Their fun, quirky, fresh approach to advertising is a perfect fit for our creative sensibilities,” said Jamie King, CEO at Camp + King. “As we continue to grow our client roster, it’s an amazing opportunity to be able add this west coast icon as a keystone account.”
Camp + King also provides marketing services for Capital One, Old Navy, Redbox and more, adding Del Taco to its list of well-known and identifiable client brands.
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