Del Taco, the nation’s second largest Mexican quick-service restaurant, celebrated National Guacamole Day on Sept. 16 with a free guacamole giveaway for customers and a bold brand transformation into its guacamole-loving alter-ego, Del Guaco. In honor of the celebration, Largemouth executed a multifaceted media relations campaign and collaborated with a popular “avocado artist” and muralist who recorded a time lapse video of her one-of-a-kind guacamole painting for Del Taco social channels.
Largemouth transforms Del Taco into Del Guaco
A delicious brand transformation sparks traditional and social media frenzy
Challenge
Ideas
In a strategic move to ensure that the Del Taco brand became synonymous with National Guacamole Day, Largemouth put its storytelling skills to the test and collaborated with numerous local, trade and national media outlets to spread the word of the brand elevation to guacamole lovers across the nation.
In addition, Largemouth tapped a local “avocado artist” for an innovative influencer relations campaign. Using time-lapse technology, Largemouth organized the capture of the artistic process in real time from concept to completion, not only showcasing the artist’s skills but the brand’s commitment to creativity and community engagement.
By leveraging the artist’s social influence and the visually striking nature of the mural in conjunction with a nationwide media pitch effort and a timely celebration, Largemouth successfully generated traditional and social media buzz and helped foster a deeper connection between the brand, the media, its loyal customers and local communities in an innovative way.
Impact
As a result of Largemouth’s media relations efforts, Del Taco made headlines in local outlets up and down the West Coast, restaurant and franchise trade publications and top national outlets such as Yahoo!, Fox News, MSN Lifestyle, Newsweek and more – reaching a combined audience of over 628 million consumers, potential franchisees and industry insiders. The influencer collaboration generated widespread social media engagement across the nation, garnering millions of post reactions, comments and shares. It not only produced a substantial increase in Del Taco’s followership across its social platforms but helped drive significant numbers of consumers inside its establishments across the country on National Guacamole Day.
628 million
media impressions
16
local media stories reaching 1.1 million viewers
1.8 million
trade media impressions
