News

Taco Cabana overhauls marketing campaign

August 9, 2011

San Antonio-based advertising and branding agency BradfordLawton is spearheading a new creative campaign for Taco Cabana that includes print, outdoor and TV ads, a redesigned website and menu, an increased interactive/social media presence and a new look in all of the chain's 150-plus restaurants.

To coincide with Taco Cabana's new look, BradfordLawton tapped Anjelah Johnson to serve as the new "TC Girl" to go along with the campaign's "That's TC" tagline. Johnson is an actress/comedienne known for her role as Bon Qui Qui on MADtv, "Alvin and the Chipmunks: The Sqeakquel" and her stand-up shows on Comedy Central and YouTube.

Johnson will serve as host on TCgirl.com, a newly-developed site that also features interactive surveys, videos, social media integrations and a behind-the-scenes look at the creation of the campaign.

"The personality of Taco Cabana is relaxed, genuine and straightforward. It's about providing a fun, easy-going break from the day," said Todd Coerver, Taco Cabana's chief marketing officer. "BradfordLawton found the perfect reflection of our brand personality in Anjelah Johnson – she's funny, relatable and engaging. And her success online gives us a great leverage point in our social media efforts."

To bridge the gap between Taco Cabana's offline and online communities and engage customers, BradfordLawton focused on presenting the traditional concept of Taco Cabana – the laid back, fun Mexican patio cafe – in a new way online.

"When we took on this new challenge with Taco Cabana, we knew exactly where to take their brand," said Tony Diamond, BradfordLawton's principal and president. "We wanted to freshen it up, make it livelier and then bring it all online so that fans could experience the fun, great atmosphere of Taco Cabana wherever and whenever they choose."

BradfordLawton has worked alongside Coerver and the marketing team as a partner for all branding efforts, including account planning; in-store, out of home, broadcast and digital media creative; promotions and local store marketing development; and print, broadcast and digital production.

The campaign also includes the Numero Uno fan video contest, TWEET2EAT weekly Twitter events, POP advertisements, giftcard and merchandise design.

For more information on marketing, branding and promotional efforts, click here.