The Hardest Working Hands in Fast Food Get a Break for Del Taco

Brand also gets a refresh from Camp + King

Give your hands a break, you've earned it. YouTube: Del Taco
Headshot of Doug Zanger

Working the back of the house in any restaurant wreaks havoc on the hands. Chopping, shredding—all the prep needed to satisfy the palate in addition to the actual cooking—can be a thankless job. Enter Del Taco, with a new campaign celebrating their dedicated employees’ commitment to the nation’s second-leading Mexican quick service restaurant.

New work from Camp + King focuses on two employees, Andi and Caesar, and gives their hands a well-deserved break. Their fingers do the walking towards unique dioramas, one a sunset motorcycle ride on the coast and another a day lounging at the beach. On the first watch, there is a “huh, what are they doing?” moment, but it’s a fun way to include staff in the gag.

“Del Taco really does more fresh prep in each and every restaurant than anyone gives them credit for, so it made perfect sense to celebrate real crew members who do so much day in and day out,” said Roger Camp, founder and CCO at Camp + King.

Included with the new spots is a brand refresh that eschews the blazing red and orange, is more contemporary, clean and takes cues from the brand’s Southern California roots like surfing waves and palm fronds. It’s a softer take also inspired by the ingredients in Del Taco’s kitchens like avocados, tomatoes and pinto beans.

30-second and 15-second ads run on TV, digital and social with a 30-second spot on radio supporting the campaign. The new design rolling out to its more than 560 restaurants in 14 states this month.

CREDITS:

Agency: Camp+King
Partner & Chief Creative Officer: Roger Camp
Partner & Chief Executive Officer: Jamie King
Creative Directors: Rikesh Lal and Jesse Dillow
Art Directors: Michael Whelan and Gustaf Jonsson
Copywriter: Rick Morrison
Director of Content Production: Stacy McClain
Producer: Malini Kartha
Managing Director: Kristin Barbour
Brand Director: Melissa Stavish
Brand Manager: Ellen Obletz
Brand Manager: Sasha Rezaie
Strategy: Carlisle Hensley
Strategy: Sally Kallet

Production: Gravy Films
Director: Cameron Harris
Executive Producer: Brent Stoller
Producer: Tanya Stephens

Table Top Production: Schrom
Tabletop Director: Michael Schrom
Executive Producer: Carl Sturges

Editorial
Editing Company: Content Lab
Editor: Prav Potu

Audio
Audio Mix & Sound Design: Joaby Deal
Studio: One Union Recording

VFX & Design: Mission Film & Design
Executive Producer: Matt Notaro
Producer: Nick Castillo
Associate Producer: Carissa Quiambo
Color: Chris Martin
Finishing Artist: Mark Everson


@zanger doug.zanger@adweek.com Doug Zanger is a senior editor, agencies at Adweek, focusing on creativity and agencies.
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