• by Karlene Lukovitz  @KLmarketdaily, September 30, 2013

In the first of a series of TV spots from Taco Bueno's new agency, Slingshot LLC/Dallas, a taco fan is shown accidentally covering his whole house (including his dog) with bright orange "dust" from a taco that (while not identified by name) sure looks like one of Taco Bell's popular Doritos Locos.

A mysterious stranger reminiscent of old Clint Eastwood heroes (dressed in poncho and riding a bull) arrives to save the day, by bringing a "better taco" from Taco Bueno, made fresh, from "100% ground beef and real cheddar cheese." 

Message: "You deserve Bueno." 

“Taco Bueno is about freshly made real food,” said Slingshot founder and CEO Owen Hannay. “We took a decidedly aggressive approach to break through the noise and strengthen the brand.”

The edgy TV ads -- departures from Taco Bueno's traditionally straightforward creative -- are part of a rebranding effort that also includes digital couponing and other elements.

The first spot begins airing Oct. 1 in Dallas/Fort Worth, Abilene, Oklahoma City, Tulsa and Kansas City. 

The campaign's launch is timed to coincide with National Taco Day, on Oct. 4, when Taco Bueno will (once again) give each guest one free beef or chicken taco.

Taco Bueno fans (called "Buenoheads") are also being urged to visit TacoIntervention.com. Those who "intervene" with a friend who's eating "mystery meat" tacos (by sharing the message on their Facebook pages, Twitter feeds or by email) get a free taco for themselves, as well as for their friend. 

The intervention campaign runs through Nov. 7, or until the earmarked 30,000 free tacos run out. 

The campaign also includes fixed and mobile out-of-home messaging and digital paid and "earned" messaging, running through mid-December.

Taco Bueno's locations are in Texas, Oklahoma, Arkansas, Georgia, New Mexico, Louisiana, Kansas and Missouri.