Accusing Taco Bell of 'Ghosting' Fans of Mexican Pizza, Del Taco Seizes Its Moment

The challenger brand offers 'crunchy compensation and emotional support'

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.