While Del Taco doesn’t hold the top spot in market share, it boasts something that sets it apart—freshness, through and through.

To help tell that story, we launched a campaign in 2019 that spotlighted the real heroes behind the scenes—Del Taco's dedicated employees who mix, grill, and slice around the clock to serve the freshest food you can buy from a drive-thru.

But the work didn't stop there. We also revamped Del Taco's visual identity, paying homage to its rich fifty-four-year history while infusing it with a modern, SoCal-inspired aesthetic.

To amplify the campaign, we also introduced the hashtag #FreshAsDel, a succinct yet impactful way to convey Del Taco's commitment to freshness. Complemented by strategic social media initiatives, including Instagram contests, bespoke Snapchat filters, and engaging in-store activations, the campaign led to a 2.7% increase in overall sales.

Hoorah!