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"Taco Hell" (Del Taco Attack Commercial)

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Uploaded on Mar 31, 2008

Got an A- on this Marketing Class project.

To the board of directors of Del Taco:
Over the last few decades the fast food industry for which you are a part of has become extremely competitive. Corporate giants such as McDonald and Burger King have frequently relied on persuasive advertising campaigns not only to push their various product lines, but also to promote the images of their companies. As you may well be aware, Taco Bell (part of Tricon Global Restaurants Inc.), which is by far your greatest competitor, has one of the most successful and effective advertising campaigns in the industry. Their series of television commercials has significantly increased the visibility of their chain. More importantly, their image and mascot, the talking Chihuahua, has become a cornerstone of modern American culture. Consequently, the result of Taco Bell's immense public recognition has lead to their supremacy in the Mexican fast food market. Upon viewing the chart in Appendix I, Taco Bell clearly dominates this market with a whopping 73%. Del Taco, on the other hand, owns a marginal 3%. Undoubtedly, if no offense is taken in the near future, your chain will find itself in grave danger.

The following paper and has been designed by the account executives at Cos and Associates to help Del Taco to not only develop its transparent image and the image of its new, high-quality food products, but to also hinder the image of Taco Bell through a relentless series of attack ad campaigns.

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