Regional Tex-Mex chain Taco Bueno appointed TM Advertising, which bought itself back from IPG in May, as its creative agency of record, following a review.
The Dallas-based agency will be tasked with handling broadcast and digital creative, brand strategy, consumer engagement, integrated media planning, packaging and in-store experience for the brand.
TM Advertising’s appointment follows the arrival of Sarah Beddoe as Taco Bueno’s new chief marketing officer in February, as well as the chain’s recent endorsement deal with newly-drafted Dallas Cowboys defensive end Taco Charlton.
“After a very competitive search, TM emerged as the right integrated partner for Taco Bueno,
Beddoe said in a statement. “Together, we will build on the passionate brand affinity for Taco Bueno and create even more brand advocacy with a breakthrough creative campaign.”
“Taco Bueno has an incredibly unique story to tell filled with history and the fiercest of loyal ‘buenoheads,'” added TM Advertising CEO Becca Weigman. “We are thrilled to be working for such an incredible brand and client. They are smart, relentlessly hardworking and fun. We connected immediately. Like us, they are passionate, have a unique approach and are perfectly positioned for growth.”
TM Advertising first work for Taco Bueno is expected sometime this fall. Taco Bueno has 175 locations in Texas, Colorado, Missouri, Kansas, Arkansas, Louisiana and Oklahoma and generates an annual revenue of around $187 million. Last year it was named best Mexican chain in by Market Force Information’s quick service restaurant study.