Taco Del Mar Selects R/West as its New Marketing Agency

First Campaign Launches the Quick Service Mexican Restaurant Chain's New 320 Calorie Burrito

Portland, Ore.--(BUSINESS WIRE)--R/West, a full-service marketing agency based in Portland, Ore., welcomes Taco Del Mar to its client roster. Featuring authentic Baja beach-style burritos and fish tacos, Seattle-based Taco Del Mar has more than 260 restaurants in the U.S., Canada, Puerto Rico and Guam.

After a rigorous selection process, Taco Del Mar chose R/West because of its integrated marketing capabilities and extensive restaurant and franchise experience. R/West will provide strategic planning, creative design, interactive strategy and design, and public relations services for Taco Del Mar.

"The addition of R-West to the current marketing program will provide for stronger creative, brand strategy and overall direction for marketing and the Taco Del Mar brand," said Erin Gilbert, marketing director of Taco Del Mar.

320 Calorie Burrito Campaign Launches

Out of the gate, R/West launched Taco Del Mar's 320 Calorie Burrito this month with 30-second TV and radio spots, a promotional website, billboards and in-store creative materials. The campaign positions the 320 Calorie Burrito as the "new miracle food." Billboards feature clever copy such as "Because celery tastes like celery" and "Leave the rabbit food to the rabbits."

With tongue firmly in cheek, TV and radio spots showcase how the everyday Joe is a "calorie burning machine" by performing mundane, labor intensive office tasks – picking up the phone (burns 3 calories), opening spreadsheets (.05 calories) or walking to the copier (12 calories).

About Taco Del Mar

Founded in Seattle in 1992 by brothers James and John Schmidt, Taco Del Mar is a quick casual restaurant chain inspired by southern Baja, Mexico and coastal beach shacks known for serving some of the tastiest burritos and tacos. Today, Taco Del Mar brings those craved Mexican flavors and experience to more than 260 locations throughout 21 U.S states, Canada, Puerto Rico and Guam. Every Taco Del Mar features made-to-order, fast and fresh Mexican food from its signature Mondo burritos filled with slow-cooked and marinated braised chicken, carne asada steak or seasoned pork to fish tacos to salads, among many other offerings. Everything on Taco Del Mar's menu is trans-fat free and its guacamole and salsas are hand-made with fresh ingredients daily.

Taco Del Mar recently took one small step in reducing its carbon footprint. As of summer 2008, Taco Del Mar was the first quick service restaurant of its size to convert to green packaging – now everything from utensils to garbage bags is biodegradable, leaving no toxic residues in landfills.

About R/West

Founded in 1997, R/West is an integrated full-service marketing agency specializing in advertising, creative design, interactive strategy and design, media planning and buying and public relations. Current clients include BridgePort Brewing Company, The Portland Clinic, Northwest Evaluation Association, The Game Factory, Franz Bakery, Nike and First Tech Credit Union, among others.

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