Inspiration meets innovation at Brandweek, the ultimate marketing experience. Join industry luminaries, rising talent and strategic experts in Phoenix, Arizona this September 23–26 to assess challenges, develop solutions and create new pathways for growth. Register early to save.
With its “Ghosted” campaign, Del Taco, a California-based chain with 600 outlets in 15 states, has decided to prod its category’s 800-pound gorilla, Taco Bell. The campaign pokes fun at the larger chain for dropping the Mexican pizza that was once a fan favorite on its menu.
Top line
Taking potshots at significantly larger competitors is a time-tested marketing tactic, especially in the ultra competitive fast food space. Challenger brand Del Taco has created a stunt that promotes its own line of Mexican pizzas, called Crunchtadas, while comforting fans who were upset that Taco Bell dropped its version of the product.
WORK SMARTER - LEARN, GROW AND BE INSPIRED.
Subscribe today!
To Read the Full Story Become an Adweek+ Subscriber
Already a member? Sign in