Case Study: National Product Launch
Objective: Del Taco’s most important product launch of 2016 included the introduction of the brand’s first menu item worthy of its name: The Del Taco. Powerhouse Communications was tasked with making a big splash surrounding the new product among both media and social influencers to drive trials.
Challenge: As a classic crunchy beef taco, there was nothing substantially unique or new about The Del Taco, so Powerhouse Communications had to flex their creative muscle to position the basic menu item as the best taco Del Taco had ever made.
Solution: The Agency focused on Del Taco’s use of fresh ingredients, an existing brand key message, to help differentiate the product while also shining a spotlight on Del Taco’s use of hand grated cheddar. To create buzz, the Agency enlisted the help of cheese artist to create a number of sculptures out of the brand’s signature 40 lb. blocks of cheese to:
– Host an influencer event at a local store with the cheese artists to celebrate the launch
– Coordinate the filming of a time-lapse video of the carving in process as well as capture guest taste testimonials of The Del Taco
– Deliver 40 lb. custom carved blocks of cheese featuring the media logos to key media outlets
Results: After hosting a successful influencer launch event, coordinating sponsored content on FOODBEAST, delivering over custom cheese blocks to the media, as well as conducting organic media outreach, the Agency was able to reach over 101M. As a result, the Agency’s PR support helped The Del Taco become the company’s most successful product in the iconic brand’s 50 year plus history.
