LAKE FOREST Calif. Del Taco has launched a multimedia campaign called “Go Bold or Go Home” and plans to hold a series of pep rallies to introduce the campaign to consumers and encourage chain employees to take the “Go Bold Pledge.”
The campaign, created by Doner Advertising of Southfield, Mich., includes TV and radio spots, new packaging, in-store material and a viral effort that includes an online food fight.
An initial TV spot promotes a 99-cent Classic Taco and opens with a shot of an anonymous, off-screen person who is completing an online order for a stripper pole. When the deliveryman arrives with the pole, he’s shocked to discover that a grandmotherly-type woman had placed the order.
The new ads will air in Los Angeles, Palm Springs and Sacramento, Calif.; Las Vegas and Reno, Nev.; Salt Lake City; and Phoenix and Yuma, Ariz.
In the Los Angeles market, one person will receive a new car as part of a radio promotion.
Pep rallies in various markets will introduce consumers to the chain’s new positioning. Del Taco employees will be encouraged to take a pledge, which reads in part, “I am here to create food with a passion, serving hot food hot and cold food cold.”
Del Taco operates or franchisees more than 510 restaurants in 16 states