Taco Cabana this month sidelined spokesperson Cheech Marin in new broadcast advertising focusing on the fresh ingredients at the casual Mexican dining chain.

Anderson Marketing Group of San Antonio introduced a new tagline—”Experience real Tex-Mex”—for its client in both television and radio commercials.

Departing from a humorous three-year, primarily radio strategy with Marin (of Cheech and Chong fame), the new ads hype Taco Cabana’s signature food items to the tune of “Wooly Bully.”

Explained agency chief executive officer Chuck Anderson: “The single thing that sets Taco Cabana apart from other Mexican quick-service restaurants is fresh ingredients. Few people realize they use no canned ingredients. In fact, there are no freezers in their restaurants.”

The new TV spotsare airing in Dallas, Houston, San Antonio and Oklahoma City.