The Problem
Even as a popular choice for Mexican fast food, Del Taco is overshadowed by rivals with more locations and even bigger marketing budgets.

The Insight
Stoicism teaches us that “Who you are isn’t your fault; however, it is your responsibility.”

The Solution
The competition has bigger budgets, wider reach, and plenty of microwaves. We don’t.  We could try to be them—but why? We’re proud of who we are–especially the part of having real kitchen and diverse menu. It’s time to broadcast it. Organically.

It’s our responsibility to tell our story in a way that honors our humble beginnings. The strategy is simple but powerful: a brand voice that's unapologetically proud of our AmeriMex heritage built on unmatched authenticity.

Role:
Art Direction, Social Media Strategy & Content Creation