News

Del Taco selects new agency of record

August 29, 2012

Del Taco has selected San Francisco-based agency Camp + King as its lead advertising agency of record. Camp + King will lead all strategic branding and creative efforts with the goal of evolving and growing the Mexican quick-service restaurant brand.

"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."

Following a competitive and comprehensive selection process managed by SRI (Select Resources International), Del Taco selected Camp + King as agency of record responsible for developing its overall communications architecture and supporting all marketing strategy, creative and brand stewardship. Camp + King will drive the evolution of brand positioning and create integrated marketing campaigns that will include TV, interactive, radio, in-store and other traditional and non-traditional 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 to add this west coast icon as a keystone account."

The first campaign elements are expected to launch in early 2013.

Camp + King's client list includes Capital One, Old Navy and Redbox.

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