SOURCE: Del Taco

Del Taco

January 13, 2010 15:11 ET

It's The Del Taco Super Special Show!

New Campaign Integrates Social Media With TV, Radio Ads

LAKE FOREST, CA--(Marketwire - January 13, 2010) - With the tag, "Eat it here; watch it online," Del Taco today launches a new advertising campaign that integrates social media with traditional TV and radio advertising -- all specifically aimed at hungry people who have an appetite for humor and great food at a great value.

The creative anchor for the campaign is Del Taco's version of a late-night, variety-style TV show called "The Del Taco Super Special Show." The show will appear in TV and radio ads but also in a series of longer webisodes on Del Taco's Facebook page ( Consumers who view the first webisode can receive a coupon for a free Classic Taco redeemable at their next purchase.

"The Del Taco Super Special Show is a fun way to bring the spirit of Del Taco online, which gives our customers another place to interact with the brand anytime," said John Cappasola, VP of marketing at Del Taco.

With a nod to sketch comedy, The Del Taco Super Special Show is a fast paced variety-style show that celebrates the brand's attitude in funny ways. The show, set at a Del Taco "just up the street," is hosted by the affable crewmember Wes who introduces sketches, sight gags and bits around the many activities that can happen, usually late at night, at Del Taco. His roommate Barry, who just may be Del Taco's number one fan, helps out Wes when he's not eating tacos.

Doner and Mekanism created the television, radio, and webisodes and Interactive Agency Sprokkit developed the Facebook tab. This tab will serve as the hub for the show with the first Episode featuring Del Taco's popular line of tacos including the regular and Classic Tacos, both under a dollar. Episode 1 ( introduces "Hot Sauce Girls" demonstrating Del Taco's hot sauce hotness as well as Timothy Tacohands, Talking Chins, and other unexpected characters. The spots conclude with the tagline "Eat it here; watch it online" and the Facebook address.

The ads will appear on network and cable TV in Los Angeles including NFL Playoffs, Lakers Basketball, SNL, Family Guy, Fox Sports and ESPN.

Del Taco ( is a leading national Mexican quick-serve chain with more than 500 restaurants in 18 states.

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