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Del Taco takes on Taco Bell with new menu items, digital campaign

The chain launches an expanded Crunchtada lineup along with promotional perks targeted to disappointed Mexican Pizza fans.

Del Taco is launching a new Crunchtada lineup with a digital campaign aimed squarely at disappointed Taco Bell customers.

Last year, Taco Bell supposedly ghosted fans who called for the return of the brand’s Mexican Pizza on social media and other platforms. Their requests went unanswered, Del Taco claims. So Del Taco is “providing crunchy compensation."

The first line of attack is the introduction of three Crunchtadas, one of the chain’s menu signatures. The trio includes the Crunchtada Tostada (a crunchy corn shell layered with slow-cooked beans, salsa, lettuce and cheddar cheese); the Queso Beef Crunchtada (a corn shell with beans, beef, queso blanco, cheddar and diced fresh tomatoes); and the Chicken Guacamole Crunchtada (a corn shell topped with beans, grilled chicken, ranch sauce, lettuce, cheddar, tomatoes and house-made guacamole).

Customers can score an exclusive promo code by calling 1-877-3-Ghosted. The code entitles them to a buy-one-get-one-free deal on any Crunchtada from Thursday through May 13.

A 15-second digital ad, running on Instagram, Twitter and YouTube, supports the menu launch and campaign. It asks “Are you seeking restitution for the loss of your Mexican Pizza?” and encourages customers to call the toll-free number and “Del will fight for you.” 

“Del Taco is more than happy to fill the Mexican Pizza void and meet the obvious pent-up consumer demand.” said CMO Tim Hackbardt in a statement. However, instead of just meeting expectations with a single Crunchtada, we went further by offering a variety that will appeal to vegetarian, beef and chicken fans.”

Fans can also purchase a limited-edition Crunchtada pool float, on sale at the Del Taco Webstore beginning May 24.




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