A5-story-tall taco looms over motorists as they travel a busy freeway in Los Angeles, an example of how a few restaurant chains are growing more innovative with outdoor marketing campaigns to generate buzz for their brands. That taco is a “wallscape” erected by the Mexican-and-burger chain Del Taco to promote its new 99-cent Classic Taco. It’s a bold move for the quick-service chain—it’s never used a wallscape before—but an appropriate one, considering that the outdoor icon is ...

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