Del Taco, the country’s second-largest Mexican quick-service restaurant chain, is out with a new campaign that celebrates the hard work and pride of its employees, while spotlighting its freshly prepared ingredients.
“Hardest-Working Hands,” from San Francisco-based agency Camp + King, includes two spots (in 30- and 15-second versions) running on TV, digital and social media.
Actual crew members are shown grilling, mixing and grating fresh ingredients, then treated with special breaks, in the form of hand-crafted dioramas reflecting their off-time interests.
Employee Andi’s diorama lets her busy hands relax on a tropical beach (below), while Ceasar’s diorama lets his hands go for a sunset motorcycle ride along a coast.
“Del Taco does more fresh prep in each and every restaurant than anyone gives them credit for, so it made perfect sense to celebrate real crew members who do so much day in and day out,” said Roger Camp, Camp + King’s founder and chief creative officer.
The “Beach” ads are doubling as promos to introduce the chain’s new $1 Chicken Quesadilla Snacker.
New :30 radio ads also salute Del Taco’s employees and continue the “hardest-working hands” theme.
Del Taco also had the agency update the designs of its packaging, in-store materials and print, digital and social assets.
The new designs feature abstract representations of avocados, tomatoes, pinto beans and other ingredients, plus images reflecting Del Taco’s Southern California roots, such as surfing waves and palm fronds.
Founded in 1964, Del Taco currently has 560 locations across 14 states.