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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.
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