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 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.